Fancy that: A giant Olympic mood ring
The London Eye changes colors based on the UK's mood
July 27, 2012
There will be plenty of alternative media stunts taking place in London over the next two weeks as the city hosts the Summer Olympics.
But it's hard to imagine any of them will draw as much attention as this one.
The London Eye, aka the Ferris wheel on the South Bank of the Thames, is being turned into a gigantic mood ring.
Lights placed around the Eye, one of the country's major tourist attractions, will change color each night for 30 minutes to reflect the mood of the country based on that day's Olympic performance.
And how will engineers gauge the mood of the country?
By monitoring Twitter, of course.
The stunt, called Energy of a Nation, is being sponsored by London Eye owner EDF Energy, a local utility and London 2012 sponsor.
The aim is to raise awareness about energy consumption around London and encourage people to learn more about EDF's initiative for a low-carbon London.
The stunt is pretty sophisticated, at least in terms of how the country's Twitter mood will be monitored.
Professor Mike Thelwall of the University of Wolverhampton will team with Sosolimited, a linguistic analysis and data visualization firm, to keep tabs on Twitter feeds.
They'll filter for tweets that originate in the UK and include a reference to the Games, scanning for hashtags including torch relay, Olympics, London 2012 and #energy2012, the hashtag of this campaign.
Those tweets will then be sent through an algorithm that determines the message's positive and negative energy. Words will be given a positive or negative score based on their meaning; "failure," for example, would get a negative score, while "brilliant" would get a positive.
Tweets will be vetted for emoticons and punctuation, too, with things like smiley faces and exclamation points delivering more positive energy.
Then EDF will tally up the positives and negatives and produce a daily running chart of the country's positive and negative energy.
At day's end, the company will determine whether it was a positive, negative or neutral day and light up the London Eye accordingly with light shows at 9 p.m. and 10 p.m., lasting about a half hour.
A positive day will get yellow lights, neutral will get green lights, and negative will get purple lights.
The stunt works because it's so eye-catching and ties in so well to the Olympics. The Games are all about emotions, which crest on the highs and lows of the athletic performances.
By turning those highs and lows into a visual cue, EDF is sure to ignite lots of buzz, especially because of the London Eye's status as a big tourist attraction.
Plus it's just a lot of fun. The company will post daily updates of the national energy on its web page, too, so that people outside of London can also follow along.
Tags: alternative media, alternative media advertising, alternative media stunts, EDF, london, London Eye, lows, olympics, people, social media, social media advertising, summer olympics, twitter, UK, web
Amazon’s drones are coming! (In India, not U.S.)
Now on music sharing site SoundCloud, advertising
‘Big Brother’ lifts CBS to Wednesday win
A media buyer’s guide to the Emmys
Ferguson kicks up cable news ratings
‘BoJack Horseman,’ amusing even so
Tell us, what’s your take on automated buying?
‘The Simpsons’ again, again, and again
Cable overnights: Comedy reruns top Tuesday
Hearst tries a Millennial magazine in NYC
NBC cancels ‘Working the Engels’
Two chances to see ‘Madam Secretary’
FX renews ‘Strain’ for season two
- Neil Munn rises to global CEO at BBH
- Kim Heneghan joins and Kim Castro rises at U.S. News & World Report
- Patty Adams Martinez, Busra Erkara and Mickey Stanley join Nylon
- Kevin Frazier becomes co-host at 'Entertainment Tonight'
- Rachel Brosnahan joins CBS's 'The Dovekeepers'
- Eva Longoria guesting on Fox's 'Brooklyn Nine-Nine'
- Megan Mullally and Natalie Morales guesting on 'Parks and Recreation'
- Tony Shalhoub joins the cast of Showtime's 'Nurse Jackie'
- Emmy-winning animator Liz Holzman dies at age 61
This week’s cable ratings
This week’s broadcast ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Media planner/buyer opening in Detroit
Senior media planner/buyer job in Phoenix
Opening for an associate media director in SF
Media buyer opening in Milwaukee
Manager of media planning job in Dallas