This Christmas is Powered by Social Media

Around the office we always love to hear and share stories of what our clients are doing with Sysomos. Every so often there’s a story that’s just so cool we have to share it with the world. This is one of those stories.

In Union Station, here in our home town of Toronto, stands a 30-foot Christmas Tree that relies on social media Christmas spirit to light it up. Created by Tribal DDB for Canadian Tire, a Canadian national retailer, the tree takes positive Christmas chatter in social media and uses the data to light up the 30,000 LED lights strung around it. Each colour of light represents Christmas spirit coming from a different social channel. White lights represent social networks like Twitter and public Facebook statuses, red for blog and forum posts, green for online news, and blue lights for messages sent through text message and on The more social media spirit that comes in at one time the brighter the tree shines. As well, there are a few easter egg words (#santa, #snowflake, #magic) that you can send to the tree to make it do some pretty fancy light patterns.

Using Sysomos Heartbeat, we pull in a list of 50 Christmas keywords, in French and English, such as Santa, Christmas or elf from social media talk across Canada. We then analyze the sentiment of the messages pulled in. From there all the positive mentions get sent through an API to a machine designed to turn the social media Christmas data into a spectacular light show. This is the worlds first Christmas tree powered by Christmas spirit and social media and we’re really excited that we were able to be a part of it.

You can view a livestream of the Christmas tree in action at

As well, take a look at this video that talks a bit more about how the Christmas Spirit Tree works:

Have a happy holidays from all of us here at Sysomos!