Major League Soccer (MLS) and Twitter partnered for Saturday’s fixture between local soccer rivals LA Galaxy and Los Angeles FC (LAFC) to provide fans on the platform to take live photographs during the game.
For the first time in sporting history, the match saw American soccer’s MLS and the social media giant combine to create a fan-operated camera located by one of the corner flags at the LA Galaxy’s StubHub Center home.
The fan engagement activation allowed supporters to act as a photographer by submiting tweets with the #LALookIn hashtag to initiate a pitch-side camera with a photo taken immediately and sent back to the account that sent the original tweet in a reply. The speed at which images were captured was limited only by the speed of the camera’s shutter.
The match itself ended 1-1, with Zlatan Ibrahimovic giving the Galaxy the lead, before Mexican striker Carlos Vela equalised for LAFC in the second half. Galaxy sit sixth in the Western Conference, with LAFC in third.