Ignite is handling EDF's multichannel marketing and experiential activity during the Olympics, including a campaign ‘Energy of the Nation’ which measures Twitter statistics to guage the nation's 'mood'.
The agency will also create Mission Control, a temporary structure that will be erected at the EDF Energy London Eye, allowing delegates and the public to participate in digital and social media activities.
Rob Merrington, head of brand communications and sponsorship at EDF Energy said: "We were looking for an experiential campaign that would create a connection between the London 2012 Olympics, the EDF Energy London Eye and EDF Energy, and Ignite delivered an impressive response to the brief. This campaign will offer residents and visitors to London a unique experience - we hope it will excite Olympic fans and give everyone the chance to get further involved in the games. We’re looking forward to working with Ignite to deliver a truly memorable Olympic campaign."
Paul Saville, client services director at Ignite, added: "We hope this to be one of the most talked about campaigns of the Olympics – it has certainly flexed our creative muscles, fusing live experience with social media in a way never seen before. We are delighted to be working with EDF Energy on this massive project, which will form the backbone of EDF Energy’s Olympic and Paralympics’ sponsorship."
EDF Energy was recently the subject of C&IT's Brand Experience feature.