British Airways Turns Olympics Tweets into Digital Symphony
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.
