EDF, the Games’ official energy sponsor is using London’s giant ferris wheel to visualize the country’s sentiments.
EDF Energy has partnered with brand experience agency Ignite and MIT graduates to create the world’s first ever social-media driven, “low carbon” light show. Called the “Energy of the Nation,” the display visualizes the UK’s mood around the Olympics using Twitter.
Tweets from the UK that reference the Olympics are analyzed for positive or negative “energy” using algorithms, taking into account emoticons, punctuation (“!!!!” gets more positive points than “!”) and adjectives. The total ratio of positive to negative energy is expressed as a pie chart embodied in the circular shape of the London Eye: yellow lights represent positive energy, purple light negative.
To make it even more interactive EDF Energy has set up a Mission Control visitor center at the Eye itself, as well as a web platform, mobile app, and Facebook page. Shows take place every day at 9 and 10 pm.
Learn more about how it works here or UK dwellers, contribute your own tweet with the #Energy2012 hashtag.