To support Great Britain's athletes in the London 2012 Olympic Games, the British Airways HomeAdvantage campaign is asking fans to post messages on Twitter and Facebook with the hashtag #HomeAdvantage. Posts with this hashtag will be amalgamated and combined to create a pretty symphony-like sound wave on a dedicated British Airways website.
The results of the innovative British Airways HomeAdvantage campaign can be enjoyed at a dedicated site where users can hear the ongoing symphony and even click into the individual "particles" to see what people are tweeting and posting. Visitors can also filter the tweets they see by athlete, sporting event and venue. According to Popsop, when the #HomeAdvantage hashtag is used a lot, the sound becomes louder and more dramatic, while less tweets and posts results in slower and quieter music.