Canadian Tire’s holiday campaign uses real-time social monitoring to transform Christmas conversations into illumination.
Inside Toronto’s Union Station, retailer Canadian Tire has set up a 30-foot Christmas tree with 3,000 LED lights powered by holiday messages in blog posts, news media, social networks and the Christmas Spirit Tree website.
These Christmas conversations are transformed into data and visualized via the lights on the tree. The brightness and color of the lights varies depending on the source and quantity of the messages. For example, posts from Twitter and Facebook are represented as white lights on the tree, whereas messages sent from the Christmas Spirit Tree website are visualized as a spiral of blue lights. Their brightness represents the number of messages shared per-minute across the country, so when online sharing is high, the tree will shine bright. The Christmas Spirit Tree will be on display until December 26th and can also be viewed on the website via live stream. Check out the video below to see the making of the tree: