Sony wants to take its sponsorship of the upcoming FIFA World Cup in Brazil up a notch with a branded and owned social network that aggregates content into one place.

The effort is called One Stadium Live and serves as a hub for social and content across smartphones, tablets and desktops. Although One Stadium Live is accessible via a variety of devices, the mobile component is the most interesting part since smartphones and tablets will likely drive the most traffic when these devices are within consumer's reach while watching the games.

?There will, of course, be lots of discussion during the World Cup, but also lots of options for fans to voice their opinions,? said Jeff Hasen, Seattle-based chief marketing officer at Mobivity. ?The fate of this campaign likely will hinge on promotion and a lure ? exclusive access, free future tickets, a signed ball or something similar.?

Mr. Hasen is not affiliated with Sony. He spoke based on his expertise on the subject.

Sony did not respond to press inquiries. 

Mobile-fueled social
Sony?s social media-fueled site is available at http://football.sony.net and essentially pulls all of a sports fan?s Google+, Facebook and Twitter activity into one place that consumers can access.

The most popular content is automatically placed at the top of the page. Social chatter can also be sorted by date or language. All content is available in Portuguese, Spanish, French, English, Japanese, and German.

The idea behind the portal is to create a central hub so that consumers do not need to be constantly flipping between different apps and social networks to follow along with the games in real-time.

One Stadium Live will also include profiles of all 32 teams and individual players and a schedule that will be updated with game results.

The social media site is branded with Sony?s logo and products. 

For example, one section on the site promotes the company?s new line of 4K TVs. When clicked on, the link directs consumers to Sony?s online store where they can learn more about the TV and shop it straight from the site.

Other examples of Sony branded content include a section that gives fans a behind-the-scenes look at the brand?s World Cup involvement and a link to its Facebook page.

Second-screen engagement
Sony?s social media network is only one piece of a much bigger sponsorship around the upcoming tournament. 

As consumers increasingly rely on their smartphones and tablets to track stats and watch games, a number of marketers are ramping up their mobile efforts similarly this year.

For example, Coca-Cola is rolling out a new mobile loyalty app, launching new augmented reality efforts and leveraging mobile photo-sharing for its World Cup sponsorship (see story). 

Mondelez is taking a different approach to mobile for its FIFA sponsorship this year. Instead of including a big, flashy promotion with mobile, the CPG maker is rolling out a game within the Kik messaging app to appeal towards teenagers (see story). 

?There is no doubt that viewers will have eyes on screens and hands on keys, in many cases mobile ones, but the competition for brands to engage with these fans could be as fierce as the play on the field,? Mr. Hasen said. 

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York