Delta - Social Soul

Delta - Social Soul

In an effort to align itself with the ‘creative class ’, Delta has been the official airline sponsor of the annual TED conference for the past few years. Following last year’s installation of a jetlagreducing ‘photon shower ’ at the event in order to showcase its emphasis on sleep comfort in Business Class, Delta this year at TED 2014 in Vancouver created a room full of monitors, mirrors and sound - called the ‘Social Soul ’.

The ‘Social Soul’ allowed TED participants to connect with fellow conference attendees through an algorithm that analyzed their own social stream based on their Twitter feed in order to let them find their ‘social soul-mate’ among other attendees.

Those entering the Social Soul structure found themselves surrounded by a 360-degree display of monitors, mirrors and sound, and experience a captivating stream of the imagery, text, video, and audio made from their own Twitter feed and those they follow. Upon exiting, visitors and their matched ‘Soul Mate’ received a tweet encouraging offline connection and further conversation. A video of how the ‘Social Soul’ works is available here .

Designed by two digital artists in cooperation with experiential marketing agency MKG, the kaleidoscopic experience of notifications, updates, and hashtags was part of a wider effort by Delta that also includes a partnership with LinkedIn - called ‘Innovation Class ’ which was featured in the April 2014 edition of this report.