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MLS and Twitter introduce live match camera operated by tweets

MLS cornerflag camera, operated by tweets

Major League Soccer (MLS) is going to new lengths to build the appeal of its product, both on an off the field. Most recently, it has allowed fans on Twitter the opportunity to control a camera in the corner of the pitch with their tweets.

The rig was tested on Saturday at the StubHub centre as the LA Galaxy faced off against the Los Angeles FC. A camera was set up on one of the corner flags, offering fans a chance to snap a candid pic of the corner taker.

Users would send a tweet with the hashtag #LALookIn. When that was received a bot would activate the camera and reply to the tweet with a live still from the stadium.

The effort shows how social media can make football, in particular, a more interactive affair, with fans able to grab a unique snapshot of the game. The match ended in a 1-1 deadlock but many fans received pictures on the #LALookIn hashtag.

The activation bore the branding of Dutch beer company Heineken, meaning if it isn't already, these impressions could be packaged and sold.

An MLS employee displayed how the system works. Users received snaps from different points of the game. It was theoretically possible to capture a corner being taken or a nearby jostle on the touchline.

This is just an aspect of the activity that has come from the MLS' three year Twitter partnership. At the time it promised “innovative executions”. So far it has delivered.

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