The impact was amazing. Consumer interest level, excitement and buzz around Social Soul and Delta were felt throughout the conference and during the weeks following TED. Social Soul captivated the attention of TED attendees and fostered engagement not only with Delta but with other attendees - a live manifestation of what Delta's message of connectivity is all about.

People approached our team working the activation at TED to share their connection stories. Many said that they decided to introduce themselves to their social soulmate thinking it would just be a fun ice-breaker. But in many incidents, they formed much deeper relationships. Many also continued to communicate over twitter well after the conference was over.

The innovative experience drew attention through organic social media posts from high profile C-Suite business leaders as well as technology and creative press outlets. The millions of impressions ensured that we met our goal of targeting high-profile corporate decision makers with a message of innovation... and far exceeded it.

By its very nature, the success of experiential marketing programs can be difficult to measure. But, it seems that Delta’s focus on creating innovative experiential activations is working. Delta was named the 2014 Airline of the Year by Air Transport World magazine, the first time a United States airline took the honor in a decade, and was also named to FORTUNE magazine's top 50 Most Admired Companies (in addition to being named the most admired airline for the third time in four years)

The user Tweeted with the hashtag #socialsoul and their handle was added to a cue. Then the brand ambassador tapped their handle on the iPad and ushered them into the custom experience. The user stepped into a dimly lit, seemingly infinite mirror room with only one of fifty monitors pulsing their name directly overhead. Then content from their Twitter feed came to life on all of the screens with a chorus of sounds synched to the images transitions. It was like seeing the last 3 years of their social feed flash before their very eyes. Then text to speech engulfed the room. Tweets were read from one of the four speakers. The most popular unique words from tweets were then displayed above, allowing them to reflect on the events that related to those tweets.

The most dramatic experience was when users looked down at the mirror floor and realized they were fully immersed in their social feed. Some tweets displayed above were even written in reverse so they could only be read if they looked down. Then white beams of light erased all of the tweets and all of the screens then went black. The screens erupted with contain yet again, but this time the content was not familiar. After about thirty seconds user realized they were gazing into the infinite landscape of someone else’s feed. The entire experience they just had was now being played in reverse. Even though all of the information was from someone else public feed, it felt like an intimate glance into another world. The experience ended with all of the screens going black again except for one which pulsed the name of the person they were paired with, their Social Soulmate. This was also tweeted by Delta’s account and the person the connected with.