EDF to use London Eye to run emotional lightshow powered by tweets about London 2012 Olympic Games


By The Drum Team | Editorial

July 17, 2012 | 2 min read

EDF, the official energy supplier of the Olympic Games in London, will use the London Eye to showcase a light show, powered by tweets.

On Thursday, the 24-minute light show will take place using the London tourist attraction, and will be generated through works, phrases and emoticons around the sporting event, and sorted into positive and negative categories, which will use colours such as yellow for positive tweets and purple for negative.

Brand experience agency Ignite will filter Twitter for those tweets originating from the UK that make reference to the Olympics, and will run analysis to find how positive Britain is feeling that day.

The lightshow will be performed by technology studio Soso Limited, which has written software to capture the mood of the nation around the Olympics, with sentiment analysis algorithms determining the emotional content, the company explained in a blog post.

“The rising and falling mood of the nation with respect to the Games is charted throughout the day on a large LED wall next to the Eye, and every night at 9pm, that data is played back out across full colour architectural lighting fixtures around the Eye and with large ground based search beams,” it added.

Rob Merrington, head of brand communications and sponsorship at EDF Energy said: “We were looking for an experiential campaign that would create a connection between the London 2012 Olympics, the EDF Energy London Eye and EDF Energy, and Ignite delivered an impressive response to the brief. This campaign will offer residents and visitors to London a unique experience - we hope it will excite Olympic fans and give everyone the chance to get further involved in the games. We’re looking forward to working with Ignite to deliver a truly memorable Olympic campaign.”

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