GLOBAL – UNITED KINGDOM, SEPTEMBER 17, 2012 – The McDonald’s Passion Meter campaign, by DDB Paris, combines the best of out-of-home advertising and digital.
McDonald’s Europe measures the passion of soccer fans during Euro 2012 with a ‘Passion Meter’, in the form of both a live event and website. Installed in special fanzones Kiev and Warsaw, 20 fans at a time can enter a specially built Passion Meter (eight meters high and weighing five tonnes). Inside, they can choose a country and make a noise, which the machine will use to “measure” the level of their support.
And since not everyone can be given the change to get into into machine, a passion meter website will have to do where fans can record their support through webcam or microphone. McDonald’s Europe will announce the winning country at the end of the tournament.
The website includes a gallery of fellow fans’ contributions and a couple of ‘mockumentaries’ by DDB Paris and Crossroads Films which follow three fans: one Italian, one Spanish and one English, on their journey to the Passion Meter.
