The Brief
EDF were sponsors of the London Eye and Local Partner Olympic Sponsors, and wanted to use their position to increase awareness of the company’s “feel better energy.”
The Idea
The ‘Energy of the Nation’ campaign measured the mood of the nation during the Olympics, using data sourced from 10 million UK Twitter users.
How It Worked
Working with the UK’s foremost expert on Twitter sentiment analysis and a team of MIT graduates, we filtered Twitter for tweets referencing the Olympics, analysed how positive Britain was feeling each day, and unveiled the results in a dazzling low-carbon light show every night on the EDF Energy London Eye. Visitors could also “conduct” the lights themselves through a Kinect-powered light controller, simply by waving their hands. The activity helped EDF Energy become the #1 most-recognised domestic Olympic sponsor, with a PR reach in excess of 260 million.
My Role
I worked closely with an event producer to create an idea that turned the London Eye into a pie-chart moodometer of the nation’s energy, updated each day of the Olympics.
