Verizon’s #WhosGonnaWin campaign was the first-ever social media driven light show on the Empire State Building.
Monumental Activations

Who's Gonna Win

Lighting the Empire State Building with fan activity on social media during Super Bowl XLVIII.


Wasserman Media Group
Joe Gallo
Marc Brickman


Excerpt from the official Verizon press release:

"Fans have enjoyed watching NFL teams light up scoreboards all season long. During Super Bowl week, however, fans will be the ones lighting up the Empire State Building as part of Verizon’s #WhosGonnaWin program, the first-ever social media-driven light show on the building, held in connection with Empire State Realty Trust.

The five-night series, curated by the Empire State Building’s lighting designer Marc Brickman, will showcase the colors of the two Super Bowl XLVIII teams, the Denver Broncos and Seattle Seahawks, based on responses to the question #WhosGonnaWin on Twitter. Flipping the switch nightly will be current NFL players Drew Brees and Matt Forte, along with NFL Hall of Famers Barry Sanders, Marshall Faulk and Curtis Martin.

Starting today, Verizon will pose a daily game-related question to fans from@VerizonWireless on Twitter using the hashtag #WhosGonnaWin. The conversations surrounding the questions will be tracked throughout the day and Verizon will turn the fans’ predictions into a nightly light show.

The show, which begins at 6 p.m. EST each evening, will open with a ceremony of lights celebrating the colors of all 32 NFL teams. At 6:55 p.m., the results portion of the show, set to music provided by NFL Films, will begin. The entire results show can be seen via a live-stream at and on NFL Mobile.

On Super Bowl Sunday, the Empire State Building’s lights will be synchronized to Super Bowl activities.  A red, white and blue light show will appear during the national anthem, a virtual scoreboard will track the game action, and the fan’s Super Bowl predictions will be projected during halftime. As soon as the game ends, a stunning light show celebrating the Super Bowl XLVIII champions will light up the sky and their winning colors will appear on the building through the following day.

Verizon is working with one of the world’s foremost experts on Twitter sentiment analysis, Professor Mike Thelwall, from the University of Wolverhampton, UK and Sosolimited, and a team of MIT graduates with expertise in linguistic analysis and data visualization to provide the methodology, analytics and results."


Our software tracked Twitter in realtime and visualized this fan data in interactive lighting. Over 450,000 Tweets included #WhosGonnaWin.
The data was also presented on large dashboards at the Verizon Powerhouse in Bryant Park.
The Empire State Building served as a nightly visualization of how the fans were feeling about the game.
The lights also synced up to the live game, acting as a virtual scoreboard tracking the action.
Press & Accolades
While companies continue to foot the bill to promote their products during the Super Bowl … many brands are beginning to conjure up more cost-effective and innovative ways to market themselves to the general public in early February.
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