Brand experience consultancy Ignite is working with US-based studio Sosolimited and EDF Energy, which is a sponsor of both the London Eye and the Olympics, to develop the ‘Energy of the Nation’ campaign.
Ignite and EDF will work with a team of Twitter analysts to filter all the tweets from the UK that mention the Olympics. They will then analyse this data to establish how positive the nation is feeling about the Olympics on that day.
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.
It is understood that 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 first light show will be held on 19 July.