The UEFA Euro 2016 starts in just four days, and one of the tournament’s sponsors, French wireless carrier Orange, is lighting up the Eiffel Tower with the colors of each night’s winner.
However, the winning team will not be the one that scores the most goals, but the team that gathers the greatest amount of activity on social media that day. Orange will be looking at metrics over Twitter, Facebook and Instagram to determine which European country has the most passionate fans. They will display the colors of the country’s flag from there.
The wireless carrier company will even project some of their favorite messages from social media onto the Eiffel Tower.
Get The Latest Sports Tech News In Your Inbox!
Orange will track activity on the three primary social media platforms during the period between 12:01 a.m. and 9:30 p.m. local time. 10 minutes after the final whistle blows for the day’s Euro 2016 activities, Orange will put up the colors of the most heavily supported country. They will even have a live stream of the Eiffel Tower once the results have concluded.
Orange does have some rules in place for the counting of these social media posts. They are not counting any messages with “blacklisted” words, and they are filtering out posts that are hateful rather than supportive of a team.
This is all part of a bigger advertising campaign from Orange called “Orange Sponsors You,” which aims at finding the most passionate fans over the course of Euro 2016. The company has created a website for it and even a virtual reality video starring former French soccer star Zinedine Zidane.