Sound of London's Home Advantage

2012-08-07 09:06

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British Airways is bringing to life the mood of the nation with a social barometer, the first of its kind to measure how Brits are responding to the London 2012 Olympic and Paralympic Games.

The barometer turns Olympics related social media chatter into a moving visual sound wave and creates a symphony based on the number of people commenting on certain athletes, events and venues including tweets with the British Airways’ #HomeAdvantage.

The social barometer will rise and fall with each tweet, update and blog post. The user sees and hears the wave change, growing and shrinking as the volume of social media ‘noise’ flows. They can interact with it too, thereby affecting the sound and appearance of the barometer. The barometer can be found at ba.com and on the airline’s facebook and twitter pages.

Richard Canavan composed the unique soundtrack specifically for British Airways. Richard Bowden, British Airways’ digital marketing innovation manager, said: “The social barometer allows users to not only see, but also hear the
home support behind Team GB via ba.com or on the airline’s facebook and twitter pages. We think it’s a unique way of doing it which will inspire people to get involved via #HomeAdvantage.”

Richard continued: “Thanks to the explosive growth of social media platforms and technology, London 2012 will ignite the first conversational Olympic Games which will see more people liking, tweeting, sharing and pinning than ever before. This social symphony is a first in translating the Olympic social media buzz into an orchestrated sound, where users can track the efforts of Team GB and lend their voices of support.”

The content has been translated into a digital campaign to deliver messages of support to Team GB athletes in real time via digital escalator panels. Top tweets with the #HomeAdvantage hashtag, will be used across outdoor
digital media.

Read more on:    olympics 2012  |  travel international

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