The world’s first twitter powered lightshow.

EDF ENERGY OF THE NATION
As official electricity supplier of the London 2012 Olympics, EDF Energy had a big challenge to cut through the saturated brand activities that take place during the biggest sporting event in the world.

CLIENT: WASSERMAN

Working with the UK’s foremost expert on sentiment analysis and a team of MIT graduates, we measured every tweet that referenced the Olympics in the UK each day.

The resulting data was analysed to reveal just how positive Britain was feeling that day and unveiled the results to the nation in a dazzling low-carbon lightshow every night on the London Eye.

This was the foundation of a 360 degree campaign that included live coverage with news partners, a Mission Control experience under the London Eye where they could take a Facebook Positivity Test, watch  the data analysis happening live over the country plus the opportunity to “conduct” the lights on the EDF Energy London Eye through our Kinect powered light controller.

RESULTS
The activation received press coverage exceeding 850 articles across 13 Vodafone markets and over 2500 mentions in social media generating 75 million impressions.

• Cannes PR Lion - ‘Best Use of Sponsorship - Bronze
• Event Awards  - Best Brand Event – Gold
• FMBX Awards  - Special Summer Award - Gold
• Marketing Week Engage Awards - Best Experiential Campaign – Finalist
• UK Event Awards - Best Event Sponsorship - Gold
  - Best Integrated Event Campaign - Gold
  - Best PR Event or Stunt - Gold
  - Innovation in Action Award - Silver