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EDF Energy & The Mail Partner Up for Exclusive Olympic Activity worth over £500,000
The Mail will be the media partner for EDF Energy's 'Energy of the Nation' campaign, which will reflect and display the shifting moods and energy levels of Britain during the 2012 London Olympics. The nation's energy will be measured by taking a 'sentiment scrape' across Mail Online, with the results displayed via a series of lightshows taking place every night of the Games at the EDF Energy London Eye.
EDF Energy will sponsor MailOnline's Olympic channel activity for the length of the Games and the campaign will include activity across mobile, video and online. In addition, and for the first time ever, the Daily Mail has integrated four Front Page Competitions into the campaign, giving readers the chance to win £10K each time, by finding EDF Energy logo's, hidden within the editorial from their Olympics Pull-Outs. The Mail's print schedule will be further enhanced through a series of sponsored editorial columns, advertorials and a range of display activity.
The deal also includes a number of print advertorials, mirroring part of the Olympic Torch Relay route, running across Associated's regional press arm, Northcliffe Media.
All Olympic coverage on the Mail Online Olympic channel will be sponsored by EDF Energy, including live images from the Games, the image gallery and the stats dashboards and the site will also carry nightly live coverage of the EDF Energy London Eye which will be lit in the relevant 'mood' colours of the day.
The campaign's dynamic responsive creative will reflect the changing colours generated by the changing 'mood' of the nation (as measured by the 'sentiment scrape' across Facebook, Twitter and the Mail Online). These colours will be pulled into the campaign creative across Mail Online reflecting the campaign in real time.
Melanie Scott, Commercial Director of MailOnline commented:This is an original and innovative campaign which celebrates the British excitement about the Olympics. MailOnline is bringing EDF Energy's vision to life through the innovative use of all digital and print platforms, including mobile and video.
David Dumville, Head of Solutions Mail Connected commented: Our Olympics Partnership with EDF Energy represents a fantastic step-change in holistic solutions at the Mail. Incorporating reader promotions, editorial integration, sponsorship, advertorials and display across national press, regional press, digital and mobile on this scale, is a media-first for Mail Connected and will provide the broadcast level of reach and committed
