The world
We wanted to create something that people could interact with directly but that also showed off the online buzz surrounding the event. We built a virtual penalty shoot-out game and combined it with an animated infographic concept that displayed live sentiment analysis results in real-time. The projection displayed live trends and updates from Heineken's #GETINTHEGAME hashtag. The data was collated and incorporated into the projection using a custom application built by our in-house development team. This application also drove the penalty shoot-out interactivity: each successful kick converted into a tweet of support for a chosen team.
The shift
The show was seen by thousands of people over the weekend and more than 400 stepped up to the penalty challenge, generating hundreds more tweets for #GETINTHEGAME.
