The idea of a "cheer-o-meter" is by no means a new one and the principle is simple - encourage the loudest fan celebration possible - find some way of measuring and displaying the measure - then reward them for it.
For the 2011 edition of the Copa Americane, Coke's "alentometro" rewarded joyous Argentinian fans with televised highlights from their team's illustrious history in the tournament. When the cheering fell below a certain level, the picture disappeared.
I have always thought this a brilliant concept and think Coke's execution of it is superb. It is particularly powerful in driving ownership of "celebration" aligns perfectly the "open happiness" tagline.
It aligns nicely with the "Rugby/Cricket/Soccer - is a time" platform and could work anywhere from the Tri Nations to the Carling Black Label Cup. Imagine using it during the lunch break at Cricket matches to show highlights from previous matches - only accessibly however when the crowd cheers loudly enough
For the 2011 edition of the Copa Americane, Coke's "alentometro" rewarded joyous Argentinian fans with televised highlights from their team's illustrious history in the tournament. When the cheering fell below a certain level, the picture disappeared.
I have always thought this a brilliant concept and think Coke's execution of it is superb. It is particularly powerful in driving ownership of "celebration" aligns perfectly the "open happiness" tagline.
It aligns nicely with the "Rugby/Cricket/Soccer - is a time" platform and could work anywhere from the Tri Nations to the Carling Black Label Cup. Imagine using it during the lunch break at Cricket matches to show highlights from previous matches - only accessibly however when the crowd cheers loudly enough
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