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Sharp FanLabs UEFA EURO 2012™
Are YOU Europe's biggest football fan?
Sharp investigates the behaviour of EU football fans for the UEFA EURO 2012™.
Are Italians and Spaniards really flambouyant and Germans as cool-headed as everyone always says? Would the English do more for the success of their team than the Dutch, Poles or Croats? And where do you find the most fair weather fans when it comes to the fight to be crowned champions of UEFA Euro 2012™?
As its core communication concept for UEFA EURO 2012™ Sharp is launching a fan research project and sending a mobile fan laboratory, the FanLab truck, out on its travels to find out more about European fan culture. With the aid of biometric data and surveys via online and mobile Apps, Sharp is studying how emotional the Europeans are about football and how far they would go for the success of their team.
Visit the Sharp FanLabs web page at www.sharpfanlabs.com and take part in Europe's biggest fan project.
Join in the biggest comparative study of fans in Europe!
From the occasional fan to the curious onlooker who is just there for the show, via part-time patriots to the diehard 12th man – each European football fan fits into a grid of 16 fan archetypes defined by the results of a survey and also through the measurement biometric data in the FanLab truck to measure fan commitment and optimism.For example, are you a "benchwarmer" type, who may not have heard anything about football during 23 of the last 24 months but will suddenly show 120% passion and interest in highlight events such as EURO 2012? Or are you a member of the fan group who responds that "I would do simply EVERYTHING to see my team to win"?
The Sharp FanLabs gives all football fans the opportunity of taking an active part in Europe's biggest comparative study of fans:
The FanLab Truck
A total of 16 seats have been equipped to take measurements in the truck. Through the use of neuroscience techniques and biometrics, deeper insights can be obtained into the emotional world of the fans during a match. For this purpose, football fans will wear a special headset that is able to provide precise classifications of brain activity and pulse frequency into attentiveness, tension, excitement and activity. Fans will be able to see on smaller TV screens exactly how their own thought processes and emotions change during a match. The measurements of the other truck participants are also visible on additional monitors for direct comparison of the different commitment levels and mentalities of the fans.
On the basis of a few questions, fans can find out what kind of a fan they are, set up their own fan profile and share it with their friends. From December 2012, the fan survey can be answered using mobile applications for smartphones (Android and iOS) or directly on the www.sharpfanlabs.com platform. In combination with the findings from the biometric analyses obtained via the platform, the results will provide a unique information base for a European-wide fan comparison.
We want to understand fans better and explain their enthusiasm and passion. That’s why we have developed the Sharp FanLabs. They represent our contribution to European football culture and provide the perfect link between Sharp and football: in these labs, sport meets technology, and science meets passion. The Sharp FanLabs give us previously unavailable insights and knowledge concerning football fans throughout Europe – their rivalries, hopes, judgments, banter and emotions,” says Paul Molyneux, CEO of Sharp Electronics Europe.
