Ignite and EDF Energy express the Olympic mood through experiential marketing
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Brand experience agency Ignite has been appointed by EDF Energy to help activate its sponsorship of the London 2012 Olympics, tying it in with the brand’s sponsorship of the EDF Energy London Eye in a multichannel marketing push.
The campaign entitled ‘Energy of the Nation’ will measure the mood of the nation during the Olympics using data sourced from the 10 million UK Twitter users. Working with the UK’s foremost expert on Twitter sentiment analysis and a team of MIT graduates, Ignite will filter Twitter for those tweets originating from the UK that make reference to the Olympics.
Ignite will then analyse the resulting data to reveal just how positive Britain is feeling that day and will unveil the results to the nation in a dazzling low-carbon lightshow every night at 9pm on the EDF Energy London Eye. Each night the light show will be different based on the nations’ reactions to the Games that day, as expressed by people on Twitter.
The campaign aims to increase awareness of EDF Energy as the sponsor of the London Eye and the London 2012 Olympic and Paralympic Games by bringing together experiential, social media, PR, and above the line in a high-profile, innovative consumer-facing activity. It will run throughout the Torch Relay, Olympic and Paralympic Games.
Ignite will also create a live Mission Control; a temporary structure that will be erected at the EDF Energy London Eye, allowing people to interact with and participate in the activity directly through a series of digital and social media activities.
Ignite are also providing a suite of digital services to amplify the campaign further: Online via the Energy of the Nation website, via mobile with the Energy2012 App (iPhone and Android) and via social media, though the Energy of the Nation Facebook App. The experiential activity on, and around, the EDF Energy London Eye then goes live on 19th July 2012.
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.”
Paul Saville, client services director at Ignite said: “We hope this to be one of the most talked about campaigns of the Olympics – it has certainly flexed our creative muscles, fusing live experience with social media in a way never seen before. We are delighted to be working with EDF Energy on this massive project, which will form the backbone of EDF Energy’s Olympic and Paralympics’ sponsorship.”
