France is allowing social media users to take over one of its most iconic landmarks for the month-long duration of the Euro 2016 soccer tournament.
Sports fans will be able to determine the colors that will adorn the Eiffel Tower in Paris through their posts on Facebook, Twitter, and Instagram.
Cellular carrier Orange will then trawl through each social network to determine which team’s supporters were the most vocal. The nation that has the most hashtag mentions will have its team colors light up the city’s towering attraction soon after the end of each day’s final match.
Orange, which is an official sponsor of the Euro 2016 tournament, states that it will also project the most creative social media posts on to the structure, reports Quartz.
Seeing as the history of branded social media campaigns has been littered with mishaps, Orange is relying on a large team of moderators to eliminate any trolls from the selection process. The company claims it has created a “blacklist” of words that won’t count towards a country’s tally, and that the posts that it will project will all be handpicked.
Euro 2016 will kick off on June 10, with host France set to take on Russia in the opening match. The tournament will conclude on July 10 with the finalists battling it out for the trophy at the country’s national stadium, the Stade de France.
Like most major sporting events, social media activity during the tournament will likely be frenzied. If it reaches even a fraction of the staggering 32.1 million tweets that were shared during the 2014 FIFA World Cup final, Orange will have a massive task on its hands.