An engaging UEFA Euro 2016 tournament ended after Portugal’s victory in the final on Sunday. Italy were one of the best outfits on show and not just on the pitch. Alongside the matches in the various arenas around France, the tournament was also a major event in the world of social media. The Azzurri were always ahead of the crowd in the digital world, right up until Italy were knocked out of the competition.
According to Result Sports, the German web data analysts, the Vivo Azzurro web community was ranked first for overall growth on social media platforms (“digital media growth”) at the quarter-final stage. Only Portugal and France, who each played two games more including the final, managed to overtake the Azzurri in this area. An excellent performance at the Euros allowed the Italy social media accounts to overtake Spain and establish themselves in fourth place overall, just behind hosts France, social-media pioneers England, and world champions Germany. The result is even more impressive when you consider that the Italy team have had a social media presence for the shortest time of any the top five nations. Here’s a platform-by-platform breakdown of tournament.
FACEBOOK: nearly one billion views!
(4.877 million “likes” between May 2012 and now!)
From 23rd May (the day that preliminary squads were announced) until the end of the competition on 10th July, @NazionaleCalcio published 1,622 posts which garnered an incredible total of 865 million views, 18 million interactions and 620,000 new ‘likes’ on the page.
The top post on the page was the infographic announcing the result of Italy vs. Spain with 29.7 million views; 126,000 shares; and 251,000 ‘likes’. That made it more successful than any other team’s top post at Euro 2016 including Portugal’s post announcing that they had won the tournament!
The Azzurri’s most popular video on Facebook was the one showing the team singing the Italian national anthem in their hotel after the win against Spain. It got 2.7 million views (at least three seconds of viewing); 22,000 shares; and 71,000 ‘likes’.
Facebook users were also invited to use two ‘frames’ which allowed them to add an Italy badge to their own profile picture. “Forza Azzurri”, active since 12th June, was used 1.5 million times with 442.5 million views on social media. “Fratelli d’Italia”, active since 30th June ahead of Germany vs. Italy, was used 184,400 and 48.6 million views.
The Azzurri’s followers on the platform were also invited to take part in the “Made For Italy” photography contest which was judged by Azzurri players Parolo, Insigne, Candreva, Darmian and Zaza. It received 841 entries and it was Marco Parolo’s choice which triumphed. It will be printed, signed by all the players when the squad next meets and then returned to winning photographer, Sara Di Maggio.
Twitter: 2,801 tweets and fair play!
Between 1st June and 10th July, the two accounts @Vivo_Azzurro (ITA) and @azzurri (ENG) have tweeted 2,801 times between them, achieving 88.3 million impressions, 2.6 million profile visits and racking up around 98,000 new followers.
The top tweet from @Vivo_Azzurro was the infographic of the result between Italy and Spain with 8,100 retweets, 7,500 likes, 698,000 impressions and 36,639 interactions. Elsewhere, @azzurri was most viral with the “Grazie Ragazzi” tweet after Germany vs. Italy (5,500 retweets, 5,400 likes, 613,000 views and 50,000 impressions).
The most-viewed video was ‘Neapolitan exam for Florenzi with professors Immobile’ and Insigne with 263,000 views.
There were two exclusive and successful initiatives on Twitter. The fair play scheme with Spain under #MediterraneanDerby saw the participation of Giorgio Chiellini, Alvaro Morata and fans from both countries and there were creative contests under #GIFAzzurri and #ArtAzzurri.
(Source: Twitter Analytics)
— Nazionale Italiana (@Vivo_Azzurro) 30 giugno 2016
YouTube: Number of subscribers has doubled
(@vivoazzurro 100,400 subsribers from May 2013 to today.)
Between 23 May and 10 July, the Vivo Azzurro Channel has picked up 20.8 million minutes of video watched, 8.2 million views and 50,000 new subscribers. The account has therefore doubled in terms of fanbase size.
On this platform, the most popular content was the ‘Immobile vs. Insigne: Who knows the other better?’ with 3.1 million minutes watched and 912,000 views.
(Source: YouTube analytics)
Other social media, Periscope now available
During Euro 2016, after Facebook the Azzurri’s social media account with the most growth was Instagram (@azzurri) which has picked up 652,000 followers since its foundation in 2014. A Periscope account has also been created and it has received 2,100 followers since 29th June 2016 and it is linked to the Twitter profile while publication continues on Google + where @FIGCVivoazzurro has 141,600 followers after being set up in May 2013.
Multimedia content: Videos, infographics and goal GIFs!
The Italy digital win also used around 300 infographics and 125 videos during the European Championship. Viral on the online channels where the trademark goal celebration GIFs and the quizzes where players (Chiellini, De Rossi, Immobile, Insigne, Zaza and Florenzi) were tested on their knowledge of their teammates. On Facebook and Twitter (via Periscope), live-streaming of training and press conferences were available.
— Nazionale Italiana (@Vivo_Azzurro) 2 luglio 2016
SIMULTANEOUS INITIATIVE: #9July2006
The celebration of the 10th anniversary of Italy’s 2006 World Cup win on Saturday under the hashtag “#9July2006” also had a big digital impact. The Azzurri’s Facebook page and two Twitter profiles went back in time to a decade ago, starting with the FIGC badge that featured just three stars and cover pictures featuring Italy’s squad from Germany 2006. The whole day was virtually reconstructed on social media with quote-graphics from Lippi, Cannavaro and Co; animated GIFs; infographics on the match; photo galleries of training and the Azzurri fans; and naturally a live Twitter feed of the final between Italy and France and the subsequent celebrations. Several players from the 2006 squad got involved as did an incredible number of Azzurri fans!