Mood Map
Ideation | Campaign development | Creative direction | Emerging tech | Data visualisation
Imagine harvesting Facebook or X mood data to capture the overall mood of the country and then partner with a national broadcaster to include the mood forecast as an insert after the daily weather - that’s what we did.
We were constantly developing experiences to illustrate the location-based aspect of the network. One of these resulted in a very successful earned campaign called Mood Map.
In 2010 we did quite a lot of work with Vodafone (South Africa) on a new social network called The Grid. We helped grow that network to 10m users in Africa. The Grid was similar to Foursquare in the sense that it was a location-based social network.
With the help of emojis users were able to set their mood on the network. Using this data alongside users’ geographical locations, we were now able to generate a Mood Map of South Africa.
We pitched the idea to local news channel eTV who liked it so much they included it as a daily segment after the weather.
e.tv’s executive producer, Nicholas Maphopha says, “Sunrise is always looking at being innovative by introducing new technologies that will make the show more interactive. The mood maps can potentially gauge viewers’ moods on topics covered in the show, the weather or issues happening in their daily lives.”
Says Vincent Maher, Portfolio Manager Social Media, Vodacom South Africa: “The partnership with e.tv is a great interactive way for users of a social network like the Grid to see how their actions influence the general mood of the country. We are using the data from a social network in an innovative way by showing users how their mood updates contribute to the overall mood of the country or province.”