Leading energy company EDF Energy is the UK’s largest producer of low-carbon nuclear energy. To celebrate being the official electricity supplier to the London 2012 Olympic and Paralympic Games, its team of agencies delivered a campaign centered on the idea of displaying the world’s first social media-powered light show on the EDF Energy London Eye. The light show captured the ‘Energy of the Nation’ by turning the London Eye into a giant barometer of emotion every night to show how positive the nation’s tweets about the Games had been that day.

This ground-breaking engagement campaign was far more than just a publicity stunt: it turned a social media-shy energy brand into a consumer, Twitter and media darling. EDF Energy outclassed other Olympic sponsors in terms of editorial coverage – and it’s incredibly rare for any brand to get a PR-related mention on the 10pm news in the UK.

Despite competing with the likes of Coca-Cola and Adidas, EDF Energy came second only to McDonald’s in terms of social media impact.

Brand, Sustainability and External Communications Director Andrew Brown said: ‘This bold, innovative campaign resulted in impressive media coverage and unprecedented positive consumer conversation. As well as helping EDF Energy to be ranked as the number one domestic sponsor associated with London 2012, it drove true integration internally. We are proud to have been part of such a fantastic feel better Games.’

The campaign was a high-adrenaline rollercoaster, from 5am VT approvals to all-weekend sell-ins. The PR agency told the story, celebrating not only the exuberance of the British public, but the world’s first social media-driven lightshow with national, technology and influencer media – driving conversations with consumers via social media.

The agency embarked on an international media and blogger/influencer campaign. A media day with the MIT ‘boffins’ was held, and a Hub within Mission Control allowed London Eye visitors to see behind the technology at work.

On launch day, the agency delivered a truly unique moment: the first light show driven by Twitter sentiment illuminating the EDF Energy London Eye.

A daily calendar of stories and infographics maintained media and social media momentum. The light show continued to reflect the public’s jubilation at Team GB’s success, and Daley Thompson took part in a huge coup: an ITN News at Ten interview.

Output/Awareness:

-EDF Energy was the No.1 domestic sponsor of the Games by awareness (Source: IPSOS)

-49% of visitors to Mission Control felt more positive about EDF Energy; 79% knew EDF Energy was a Games sponsor; 84% knew EDF Energy sponsors the London Eye (Source: DC Storm)

Knowledge/Consideration

-Twitter reach was 13.6 million; 97% of Twitter coverage was positive (Source: Precise and MPG Media )

-369 pieces of print/online coverage; 2hrs 28mins of global broadcast; total reach 260 million (Source: Precise)

-Coverage was 93% positive and 99% branded

-49% included EDF Energy in the headline/top third (vs Adidas 32%; BMW 20%)

Action/Business impact

-16,595 visitors to Mission Control

-46,474 views of live streamed lightshow (Source: DC Storm, Daily Mail, MPG Media)

-10,000+ social shares (Source: MPG Media)

-23,621 digital hub visitors

-Facebook fans increased by 379%; Twitter followers by 222% (Source: MPG Media)

-AVE of almost £2.1m (Source: Kantarmedia)