Having a finger on the pulse of social interaction during a sporting event is crucial. It helps teams, brands and venues alike understand what interests their audience. Social media insights were taken a step further at the recent Army-Navy football game thanks to the Ampsy and Canvs partnership.
Ampsy’s specialty lies in aggregating social content from event attendees within a geofenced area. Canvs uses semantic analysis tech to understand emotions of fans surrounding an event. By combining efforts, the two generated a host of real-time social insights from one of the most-watched college football games of the year.
“Sentiment analysis isn’t enough, and with Canvs we have a true view into how event attendees feel about the live content they’re experiencing,” Ampsy CEO Jeremy Gocke said in a statement. “Emotion measurement data gives us a more granular understanding into the specific moments that people love, and with these insights we can prescribe to our partners marketing and programming initiatives, in addition to signaling specific ways to improve and elicit more emotions at future events.”
Fantastic game! Also, the first deployment of the Ampsy-Canvs tech integration. @ears_delaney – you gotta like that! The game outcome, not so much.https://t.co/nuQTOom2Kh
Go Army!@SNORanger82 @DavidJUrban @detoto @mikeburba @kperdew @bradharrison1 @anthonynoto https://t.co/V4n1dP1XQW
— Jeremy Gocke (@VonGocke) December 15, 2017
The Dec. 9 game which saw Army narrowly defeat Navy 14-13 produced a 59 percent emotional reaction of “love.” It was followed by “enjoy,” “excited” and “happy.” The designations might seem rudimentary, but they provide media companies a better way of assessing potential programming and content.
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With the analysis, the Army Athletics’ Twitter account could package a highlight of the most “loved” play and blast it out via social channels.
Said Canvs CEO Jared Feldman in a statement, “we’re working closely with Ampsy to apply learnings from our work with TV networks and brands to now help professional sports teams, music industry organizations and others utilize emotion measurement data for better programming and business outcomes.”