Running the campaign with the timeline approach got a little more interesting when dealing with GPS-data that may or may not be accurate; how do you interpolate coordinates?

We created a virtual timeline to which all events (GPS-coordinates, tweets, services provided and donations) were mapped. These anchors were all timestamped and saved in a big (!) database. So when, for example, Nattjouren tweeted from their custom iPad-application, this was saved in the cloud and scheduled for being published to Twitter and to the campaign site just after thirty minutes.

The whole public experience (both the campaign site and the digital billboards) was, in other words, running a thirty-minute-delayed version of reality. To amp up the visual look and feel, the experience changed mood based on time and weather. A dark and rainy night would result in a grim feeling, while a sunny morning would serve the user with bright and positive visuals.