London's iconic ferris wheel, The London Eye, is to run a "social-media-driven light show" throughout the Olympic Games reflecting the mood of the UK on Twitter. EDF Energy, the utility firm that currently sponsors the London Eye, and agency Ignite London, commissioned art and technology group Sosolimited to develop an algorithm tracking the mood of any tweets about the Olympics. (The group consists of MIT graduates plus a British professor, Mike Thelwall, who specializes in "social media linguistic analysis".) The sentiments will be analyzed over 24 hours then translated into different colours - purple for negative, green for neutral and yellow for positive - and a 30 minute light show will run every night from 9pm on the Eye until 12th August. The light show will be streamed on EDF's website, which also features an interactive "energy map" of the UK.