CP+B’s latest work with Jell-O extends the ‘Pudding Face’ campaign to the real-world bringing global Twitter ‘mood’ data to a Manhattan intersection, and free pudding to the not-so-happy :(
The Jell-O Pudding Mood Meter that launched a couple of weeks ago, will now take physical form as it looms over NYC to inform us what the collective mood of the world is vs. our personal limited one. The 3D billboard, located on West Broadway and Grand Street, monitors the world’s mood as expressed via Twitter, and captures it through a 3D mechanical face that smiles or frowns to reflect those emotions.
How it works: Crispin Porter + Bogusky, who collaborated with Jell-O on the campaign, have monitored Twitter for two months and found that the global average of smiles :) is 12,000 per minute, while the average of frowns :( is 800 per minute. Using that as their mean, the SoHo billboard pings Twitter every seven seconds, searching for the smiles and frowns, and adjusts the percentage, and subsequently, the face, to correspond to the global mood.
The billboard is an extension of the ‘Pudding Face’ campaign, which aims to remind consumers about the happiness and pleasure that stems from eating one of Jell-O’s puddings. Within that campaign, free pudding is up for grabs for those that may need/want a little something to lift their moods. The campaign site demonstrates smiling and frowning Tweets from around the world in real-time. When the collective mood deviates from the norm cited above, free pudding is sent to those that have frowned recently, via a unique redemption code link. People that redeem their free pudding offer are then invited to Tweet a ‘pudding face’ with the emoticon :D, which is tracked as well with the aim to shift the mood back up.
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