In the context of this campaign, we had few restrictions on what we could do. Our solution lived on Facebook so had to comply with their terms and conditions.

The audience actually created the content themselves – their tweets, updates, blog posts and comments actually composed the symphony in real time. As the level of social noise increased, more instruments joined in. As it decreased, they faded out until called upon again. Their enthusiasm and support were what made our innovative content possible. The #HomeAdvantage was a soundtrack of their own making.

Over 50,000 people visited the Social Symphony during the Games. More than 65,000 sounds were generated and interacted with. 700,000 tweets and posts were collated and tagged. Including some from the athletes themselves. #HomeAdvantage exceeded all other Olympic tags on five separate occasions. helping to inspire a medal haul like never before.