You have to dig this video mapping initiative for the Heineken Cup rugby final in Dublin earlier this month.

This installation from a brand consultancy in Dublin called Thinkhouse, displayed live Twitter activity as an infographic, allowing rugby fans to influence the projection by tweeting their support for the finalists as part of a "Get in the Game" campaign.

According to Event Industry News in the UK, the system scanned Twitter for positive and negative sentiment and measured it along with volume and real-time trends - and then translated it into 3D graphics on the spot. What's more, members of the public could step up to a special platform to kick "virtual conversions" - with each successful kick converted into a tweet of support for their chosen team.

According to the pub, it's all part of a much larger integrated campaign that includes mobile and online elements. But without a doubt, this real-time social+projection experience is a leap forward in fan interaction - and a sign of things to come.

Get the full score, here.

Like us on Facebook

Follow us on Twitter

Listen in on iTunes