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Glasgow Commonwealth Games 2014

Stackla turns Glasgow 2014 into the “Social Games”

Overview

The objective for the team at Glasgow 2014 was simple: to make the 20th Commonwealth Games the “Social Games.”

To achieve that vision, Stackla was used to aggregate official, competitor, and fan content from multiple channels including Twitter, Facebook, Youtube, Instagram, and Flickr for display on the Glasgow 2014 website, mobile apps, and stadium screens.

Challenge

The role that social media plays in enhancing the fan experience, whether you are watching at home or cheering from the stands, has changed significantly in the last few years. It’s no longer just about watching the action on the track or in the pool—it’s about being an integral part of it.

The team at Glasgow 2014 had a very clear vision. They wanted to immerse the fans around the world into the action, before, during, and after the Games and harness the excitement across all their digital channels.

To achieve that vision, Stackla was used to aggregate official, competitor, and fan content from multiple channels including Twitter, Facebook, Youtube, Instagram, and Flickr.

Solution

The Glasgow 2014 team used Stackla to automatically moderate and filter the posts according to the venue, sport, or topic into over 50 different pages on the Glasgow 2014 website, mobile apps, and stadium screens.

Website

  • General “Games” feed on the Glasgow 2014 homepage from multiple social networks, including both fan and official content
  • Dedicated feeds for each of the 18 sports pages using sports hashtags e.g. #2014Athletics
  • Social hub dedicated to the latest social news at both the Games and the many cultural events going on in the city
  • Live moderation for all fan content using Stackla’s curation platform
  • Ability for fans to instantly share content directly from the social hub to all their social networks

glasgow-web

Mobile app

  • General “Games” feed enbedded into “The Buzz” section of the Glasgow 2014 “My Games” app
  • Fans could customize the “My Games” experience to view a dedicated social hub for the sports that they follow
  • Fans can instantly share content directly from the app to all their social networks

glasgow-app-phone

Stadium screens

  • 24 different Social Walls engaging fans and encouraging them to get involved at the six big stadium venues hosting Athletics, Cycling, Gymnastics, Hockey, Rugby, and Netball
  • Each sport could use four different versions of the social walls at any one time
    • Fans – Instagram and Twitter pictures and messages of support from fans using specific sports hashtags, e.g. #2014Athletics
    • VIPs – Posts from a whitelist of VIPS, or content that was manually identified as a VIP by the moderators
    • Twitter Polls – Engaging fans during the Games
    • #BringItOn fan engagement

glasgow-athletitcs-screens

Results

More than 250,000 pieces of social content were aggregated by the Stackla platform from five social networks.

More than 1 million Stackla widget impressions over the 10 days of the Games.

Over 100,000 Stackla widget impressions before and after the Games.