Case Study: Globo boosts World Cup engagement with IBM real-time social media analytics

Scoring high ratings and winning huge audiences with real-time social media analytics

Globo, Brazil's leading media and enterprise, faced the challenge of keeping viewers engaged during the 2014 FIFA World Cup as audiences became distracted by second screens. The company partnered with IBM to build a mobile app that would enrich the live viewing experience for nearly 200 million Brazilians.

IBM implemented a "social thermometer" using its FAMA solution, IBM Streams, and DB2 database hosted on SoftLayer. This system analyzed millions of tweets in near real-time to gauge fan sentiment and trending topics for commentators. The results were significant: the app was downloaded 1.9 million times during the tournament, users spent 71% more time with the social feature, and Globo's broadcasts achieved an average 36-point TV rating, outperforming competitors.

Globo

Julia Gutnik

Head of Business Development