To attract tourists to its new store in London during last summer's Olympic Games , Nike created "Immortalise the Moment", an installation that allowed consumers to print a unique t-shirt based on their favorite moment during the 2012 Games.

Developed by R/GA, the system asked consumers had to choose their favorite nation, sport and moment in time from the Games (of which Nike was not an official sponsor). The installation would search all tweets related to those choices and create a bespoke graphic, using colors of the nations flag, the favorite athlete and "spikes" based on the tweet volume their hashtags had generated. The t-shirt was ready in 15 minutes.