Live match content centred around matches at the EUROs will be streamed on to the Cannes Waterfront after Snack Media signed a partnership with advertising owner Clear Channel Outdoor.

As part of the deal, Snack Media will deliver real-time imagery, statistics, fan and expert content directly to ‘Le Grand Screen’ that sits atop the Grand Hotel, one of the most iconic hotels on the Promenade de la Croisette.

A team in London will be designing and pulling in social content that will be streamed directly to the big screen as well as across a number of live football blogs and social media accounts. Such information will include pre-match conversations on twitter, Instagram images from the venue, live goal updates, interesting statistics and expert opinions.

The activation will commence before the match-up between Belgium and the Republic of Ireland on Saturday 18 June which will be played in Bordeaux.

Snack Media’s managing director Niall Coen said that he hopes the activation can make brands aware of the kind of activations that are possible with live sports content.

“We’ve produced a content concept which marries digital outdoor media and real time content. The Clear Channel screen will sit at the top of the Grand Hotel in Cannes and it’ll be able to be seen for over 3 miles, giving fans a minute by minute fix of what’s happened in the game. We hope that it’ll be really engaging and inspire brands to work with both Snack Media and Clear Channel in the future”, he said.

“Giving the ability for fans to get updates when they’re out and about as well as the ability for them to interact and see their own posts up on screen and in outdoor environments might capture the imagination of millennials and older consumers alike. This service allows brand to reach fans at scale across multiple touch points.”

Clear Channel Outdoor’s trading director David Shepherd said that everyone loved sport so the decision to bring it to the Cannes waterfront was a no-brainer.

“We’re delighted to be partnering with Snack Media to bring live Euro football streaming, commentary and debate to the Cannes Lions audience via our giant digital rooftop screen”, he said.

“Sport is always a key interest area – be it domestic or global events – and working with a partner like Snack Media allows Clear Channel the opportunity to demonstrate how digital out-of-home can deliver real-time, engaging campaigns through the provision of relevant and credible content to a mass audience.  The live-stream of the Belgium v Republic of Ireland game on Saturday is a fantastic example of precisely that capability, keeping football fans in Cannes up to date on all the latest action.”