By Paul Nicholson
February 12 – Italian league leader Juventus created a social media first last weekend when the winner of a competition run via its Facebook site had his design turned into a crowd ‘choreography’ as the teams for the Juventus vs Inter match walked out on to the pitch.
Using their dedicated Facebook app, fans were asked to design a choreograph for the Tribuna est in the Juventus stadium. Fans were then asked to vote for their favourite designs, the winning design being used for the choreograph.
The #LoveJu campaign had 3,122 entered designs, which were viewed 290,000 times and received 18,118 votes. The campaign generated 4,500 new ‘Likes’. The winning design was created by Steven Kem, a Juve fan living in Paris.
The choreograph itself took more than three hours to set up with a team of 40 people placing 12,700 pieces of coloured card on seats – covering an area of 8,000 square metres.
#LoveJu was also the hashtag used by supporters to send messages to the team via Twitter which were then shown on big screens. More than 13,500 tweets were received from all over the world.
Juventus have a fast-growing social media presence with more than 10 million ‘likes’ on its two Facebook pages – in Italian and English. The English language site generates its own content and is not just a translation of its Italian content. The policy for its twitter page is similar with two language feeds handled by two different editorial teams.
The club has 1 million twitter followers, 250,000 Youtube subscribers, 750,000 users on Google+ and 240,000 followers on instagram.
A video summary of the #LoveJu campaign can be viewed at http://www.youtube.com/watch?v=foKIndrO6Uc&feature=youtu.be
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