Twitter has revealed how it plans to mark the Euro 2016 tournament, unveiling a series of activations centered around its community.
In keeping with previous campaigns for major sporting events, the social network has launched a bespoke emoji, which means that any tweet including the official #Euro2016 hashtag will automatically trigger an icon of the competition's trophy.
England fans who are lost for words will also be able to support their country with a special national flag emoji featuring the St George's Cross that displays when either #ENG or #Together for England is used in a post. This feature will be available for all competing nations.
Andddd #EURO2016 Emojis are live..
— Twitter UK (@TwitterUK) June 8, 2016
In addition to the emojis, Twitter is set to partner with Orange to illuminate the Eiffel Tower with the colours of the nation that receives the most support on the day.
Throughout the contest Orange will analyse fan support across Facebook, Twitter and Instagram by monitoring the number of hashtags for each nation such as #ENGfor England and #FRAfor France.
Then 10 minutes after the end of each day’s final game the landmark will be transformed with a unique light show in the colours of the most-backed country.
In addition to this a selection of the best tweets that day will be broadcast on to the monument, giving supporters the chance to have their 140-characters projected on to the icon.
Twitter will also work with the tournament's official accounts (@UuefaEuro and @Euro2016) by asking followers to submit questions for the Man of the Match via a #AskMOTM initiative.
The platform is enlisting a string of creators, such as the man behind the viral 'Will Grigg's on Fire' chant, Sean Kennedy, to get England supporters in the mood and deliver Periscope content from Fan Zones.
Barthelemy Collin, who's leading Twitter’s Euro efforts, said: "We’re incredibly excited that Twitter will be at the very heart of the #EURO2016 fan experience. Since the last major summer sporting tournament, World Cup 2014, the creative possibilities on Twitter have evolved hugely. Alongside new features such as GIFs, polls and Twitter Moments, we’ve made it possible to broadcast video through our live-streaming app Periscope.
We’re already seeing players, teams and fans embracing all this before a ball has even been kicked, and can’t wait to see how this live, public conversation unfolds on Twitter as the tournament intensifies," he added.
For the latest news on how brands and marketers are preparing for the contest, check out our Euro 2016 hub.