"A virtuous communication circle is created through the Twitter box" (F. Souplet, Stade de France)

Since the beginning of 2012, Stade de France has set up a "Twitter box" where a Live-Tweet event is organised in the evenings. "The concept is relatively simple: we organise a battle of tweets between two teams competing live from the boxes. We launch the contest 10 days before each event to select tweets from our community." Said Frederic Souplet, director of marketing and communications at the Stade de France, to NTF on the 29/07/2013.

Thanks to this initiative, the Stade de France, which does not have a resident club, wants to create and develop a community of fans. Frédéric Souplet details the various social networking operations implemented by the Stade de France for a very specific purpose: "to increase interactivity with fans."

• What is the concept of the Stade de France Twitter box?

We created the Twitter box in early 2012 and since then we have continued the event at the Stade de France. We were inspired by the behavior of social network users. Many people live-tweet while watching a…