Home  › Social › Social Media
british-airways-homeadvantage-image

British Airways Turns Olympics Tweets into Digital Symphony

  |  August 2, 2012   |  Comments

BA campaign gives life to mood of fans by measuring how British supporters respond to the games.

British Airways is turning Olympics tweets into tunes. The "Hear the sound of the #HomeAdvantage" campaign brings to life the mood of the nation by measuring how British supporters are responding to the London 2012 Olympic and Paralympic Games on Twitter.

The barometer uses Olympic related social media posts and turns them into a social symphony. The users see and hear the sound wave change based on the number of people commenting on specific athletes, events, and venues. British Airways has also included Twitter posts containing the BA #HomeAdvantage hashtag into the total message count.

Users can interact with the barometer through social media platforms, watching how the posts affect its sound and appearance. Acclaimed English composer Richard Canavan created the soundtrack specifically for the BA campaign.

As social media buzz around British Olympic athletes heightens, the symponic composition rises to a crescendo, while less buzz creates calmer sounds.

"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," said Richard Bowden, digital marketing innovation manager at BA, in a press release.

The barometer allows British supporters to hear the social "noise" around their Olympic team on a daily basis. As of 2:00 PM EST August 8, the barometer had tracked over 43,000 messages for the day and a total of 358,000 messages. The page also lists the top five social media mentions for the current day.

british-airways-homeadvantage-image

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...