Posted by Dawn Santone, Manager of Workflow and Technology Integration, CBC
(Cross-posted on the Google Canada Blog)
Editor's note: Today’s guest blogger is Dawn Santone, Manager of Workflow and Technology Integration at the Canadian Broadcasting Corporation (CBC). CBC is Canada’s national public broadcaster and provides a range of radio, television, internet and satellite-based services. See how other forward-thinking organizations are investing in mapping technology and transforming their business: Maps are Going Google.
Canada didn't have a national team at the 2014 World Cup, but our crew at the Canadian Broadcasting Corporation knew that wouldn’t stop Canadians from wanting to experience the tournament alongside the rest of the world. Who did our viewers root for? We created a SuperFan Map to spotlight our fans’ unique experiences as they enjoyed the frenzy and excitement in Brazil.
The idea for the SuperFan Map began with a Google Form that we used to survey our fans about their favorite teams. As we looked at their responses, we noticed the diversity of fans — across Canada and across the world. We used this geolocation data to drop pins on a map and visualize where our fans were located when they enjoyed games. We made the map even richer by pulling in photos and videos from Google+, Instagram and Twitter, curated using our #cbcworldcup hashtag.
We knew we wanted to use Google to create the SuperFan Map. The turnaround was quick — we started using Google Maps Engine in the beginning of June and had our map up and running before the first game was played on June 12. It worked consistently, even during major matches and other spikes in traffic.
The map also connected our fans in a way that went far beyond sport alone: it created a sense of community, from coast to coast to coast in Canada, from Australia to Norway, and dozens of countries in between. We saw an incredible diversity of teams, geographies and faces surface on a single Google Map.
The SuperFan Map has helped us take engagement further by connecting with fans in real time. A cross-promotion with CBC Music connected our SuperFans with The Beetle Roadtrip Sessions traveling across Canada. We used the map to see where people were cheering, then invited them to celebrate with us. For instance, we held a giant party in Montreal after seeing a high concentration of fans in the area.
We’ve seen how Google Maps can help us better inform our organization and inform our fans about the events that matter to them, no matter where they happen in the world. Beyond helping us connect with our fans, Google Maps helped connect fans with one another.
