For Super Bowl XLVIII, Sosolimited partnered with Wasserman Media Group and Verizon to build the first social-media driven lightshow on the Empire State Building.
The week of the Super Bowl, our system captured 7.5 million tweets mentioning the Broncos and Seahawks. By analyzing each tweet with a custom version of the SentiStrength algorithm, we were able to measure fan sentiment around each team.
From 6 to 7 pm each night, we would transform this fan battle into a live lightshow on the Empire State Building. We worked with esteemed lighting designer Mark Brickman to drive a live visualization on the building facade. When the final vote was tallied at 7pm, the team with the most confident fan base would light up the skyline in their team colors for the rest of the night.
The campaign was a massive success for Verizon. 450,000 tweets included #WhosGonnaWin, making it one the most high-impact social media activations around the game.