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Twitter to take control of Eiffel Tower for soccer tournament

The French are inviting soccer fans to submit tweets for emblazoning across the iconic Paris structure.

Stephen Shankland/CNET

Telecommunications company Orange has announced that soccer fans will be able to "take over" the Eiffel Tower's lighting system and even have slogans projected on it during this month's Euro 2016 tournament in France.

The soccer tournament runs from June 10 to July 10 2016 and the tower will change to a country's team colors based on the number of tweets, Instagrams and Facebook posts using yet-to-announced hashtags, according to Quartz.

Orange says that creative social posts will also be projected onto the 127-year-old structure, though these will be vetted by a "sizable team of moderators."

Companies seeking to engage with the Internet in social media campaigns need to tread carefully; Bud Light found that out the hard way when its Twitter campaign -- "The perfect beer for removing 'no' from your vocabulary for the night"-- was criticised as being tone-deaf to violence against women.

Via Quartz