How can enthusiasm be measured? Check out Coca-Cola’s Alentometro campaign for the Copa America football event. Coke constructed a giant TV screen for football fans which measured sound (or enthusiasm) from the crowd. When the crowd were at their loudest, the screen shone bright.
But as we know football can have us sitting silently on the edge of our seats, especially when waiting for a goal. In these moments of quiet anticipation the screen faded to black, forcing the crowd to get vocally involved with the game again.
Insight
A clever initiative by Coke that literally relied on audience involvement for a successful campaign delivery.
