The fast food company’s ‘Passion Meter’ campaign measures excitement, capitalizing on fan interaction and love of football in Europe.
McDonalds created an interactive microsite called ‘The Passion Meter’ for the Euro Cup. Fans could use webcams and microphones to record their support for their team — the louder someone yelled, the more points they got for their team. Irish fans are apparently were the most fervent, with the widest margin on the board.
To promote the microsite, they produced two comedic “documentaries” to capture the excitement behind the teams that made it to the semi-finals. Check out the videos below: