Inside Google's World Cup Newsroom

Inside a San Francisco office building, Google is trying its latest experiment: original sports journalism. When the 2014 World Cup began, Google unveiled a World Cup Trends Newsroom to turn search data surrounding soccer games into infographics.

For the duration of the World Cup, a team of data scientists, designers, editors, and translators will publish shareable original content in multiple languages to the microsite. The project is a bold attempt to turn Google's search results into shareable material -- and inject Google-branded content into the Facebook and Twitter ecosystems.

Inside a large open-plan floor office in San Francisco's South of Market neighborhood, the 20-person staff works with an internal Google Trends dashboard to create World Cup-themed content on tight deadlines.

“Prior to each match, we look at sentiment in each country and sentiment about their competitor,” Danielle Bowers, the lead World Cup data analyst at Google Trends, said. “We then look at searches for players, and searches in general in each country. Then during a match, we use real-time tools after things like refs making a controversial call. After the matches end, we then pull summaries of the most interesting statistics.”