Twitter activity during the London 2012 Olympic Games will determine the appearance of lights on the London Eye throughout the event.
Positive and negative comments about the Games will be tracked across the social media portal and transformed into a light show.
In order to achieve the effect, developers have created an algorithm that analyses the content of the tweets for positive and negative linguistic content.
Developed in conjunction with EDF Energy, tweets containing the hashtag #Energy2012 that are deemed positive will determine lighted elements of the wheel.
More positive comments versus negative comments will see a proportionate amount of the wheel lit up.
Daley Thompson launched the show, saying: "Hosting the Games in London is an incredible once in a lifetime event and as a passionate supporter of the Games I want everyone to get behind the athletes and really show their support. We need to get behind our favourites to power them onto gold."