To help EDF Energy activate its sponsorship of the London 2012 Olympics, they are taking part in a multichannel marketing push. The campaign entitled ‘Energy of the Nation’ will measure the mood of the nation during the Olympics using data sourced from the 10 million UK Twitter users. Working with the UK's foremost expert on Twitter sentiment analysis and a team of MIT graduates, the brand will filter Twitter for those tweets originating from the UK that make reference to the Olympics.
Brand experience agency Ignite has been appointed to implement the campaign. Ignite will analyse the resulting data to reveal just how positive Britain is feeling that day and will unveil the results to the nation in a low-carbon lightshow every night at 9pm on the EDF Energy London Eye.
Each night the light show will be different based on the nations’ reactions to the Games that day, as expressed by people on Twitter. The results will then be interpreted as a bespoke lightshow which will be held on each night of the Olympics at the London Eye – with different colours representing different emotions.
Good tweets will be displayed in yellow and bad tweets in purple, while the successes of British athletes will be celebrated with gold, silver or bronze colours, reflecting the medals won.
The campaign aims to increase awareness of EDF Energy as the sponsor of the London Eye and the London 2012 Olympic and Paralympic Games by bringing together experiential, social media, PR, and above the line in a high-profile, innovative consumer-facing activity. It will run throughout the Torch Relay, Olympic and Paralympic Games.
A live Mission Control will also be created; the temporary structure will be erected at the EDF Energy London Eye, allowing people to interact with and participate in the activity directly through a series of digital and social media activities.
A suite of digital services will also be used to amplify the campaign further. This will be online via the Energy of the Nation website, via mobile with the Energy2012 App (iPhone and Android) and via social media, though the Energy of the Nation Facebook App. The experiential activity on, and around, the EDF Energy London Eye goes live on 19 July 2012.
The twitter powered London Eye light show begins on Thursday 19 July and continues throughout the London 2012 Olympic Games.
Results to follow.