A centralised hub on the Commonwealth Games website monitors the social support for the competing nations, displaying the results in an interactive leaderboard. The technology will analyse every tweet around the 71 competing countries and register a score for each nation-specific hashtag used.
The ongoing results will be displayed live on both the site and on digital displays around the UK, so fans will always know which nation is receiving the most support socially.
The campaign, developed by sponsorship agency Synergy, will have an interactive consumer experience at its heart, located at the Festival 2014 Live Zone at Glasgow Green.
Fans will be able to select their team and create their own unique ‘selfie’ self portrait in front of a giant interactive hashtag installation that displays their nation's #Go message. Though combining the physical and digital worlds, the innovative display will provide fans with a personalised and lasting momento of Glasgow 2014.
A team of SSE photographers will be on hand to capture images of fans and they will be delivered to them via a fan microsite. Each photo taken will also be live tweeted, meaning each contributes to their nation's total for the SSE GoGlasgow Leaderboard.
A team of SSE Energisers will also be interacting with fans at the event to motivate interaction and deliver the brand story for the production. The venue will be open from approximately 10.30am to 10.30pm.
Agency XYZ has been handling the full concept design for the activation, and will also be managing the physical build and installation of the piece.
Paul Stanway, creative director at XYZ, told Event the company will be working closely with Synergy and SSE on the activation. "We need to ensure the activation directly serves their overall campaign aims and provides visitors to the fanzone a fun and engaging way to show their support for their home nations," he explained.
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