Tropicana Challenges Mother Nature (Pachamama) To A Digital Duel
A childhood game inspired a Facebook-based challenge pitting eye-tracking technology against 'mother nature'.
Tropicana and BBDO Argentina have collaborated to launch a new fruit juice, Twister with Challenge the Owl–a game that pits nature against technology. At the heart of the game is Twister’s recipe; each flavor was developed to mirror the ratio of water to juice found in every fruit. With nature as its inspiration, Tropicana and BBDO set out to test Mother Nature’s accuracy against technology’s.
Pachamama is a personification of Mother Nature, referred to by Andean cultures. According to cultural legend, Pachamama gave to the owl the ability to go hours without blinking, to ensure it could stay alert for any dangers lurking in the night. The competition of seeing who could out-blink the owl also became a game played unsuccessfully by many children.
This age-old competition led to a Facebook-based challenge to test Pachamama’s wisdom. ‘Sabiduría de la Pachamama’ invites users to take on the owl using a webcam and recognition technology that detects even the slightest blink. More than 3,000 people challenged the owl during the first week. Of course, no one beat Mother Nature.
We loved this campaign for employing a technology with much potential (and risk)–eye tracking, and using it for a game that ultimately aims to capture nature’s superiority, and its necessary role in creating the fruit used in this product.