{"id":6338,"date":"2012-04-10T08:50:54","date_gmt":"2012-04-10T03:50:54","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=6338"},"modified":"2026-02-24T16:02:50","modified_gmt":"2026-02-24T15:02:50","slug":"coca-cola-cheer-o-meter","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/coca-cola-cheer-o-meter\/","title":{"rendered":"Coca-Cola: Cheer-O-Meter"},"content":{"rendered":"<p>To promote the excitement around Copa America 2011, OgilvyAction worked with Coca-Cola to set up a giant screen in downtown Buenos Aires for fans to watch their favorite teams and provide unconditional cheer to the Argentinean National Team. But there was a catch. Sound sensors were installed to keep the screen on and if the fans stopped cheering, the screen would go blank.<\/p>\n<p>The real question is whether you can make the crowd\u2019s participation the switch that powers the experience.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/wnvS5d6oKDM?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>Why this activation hits<\/h2>\n<p>The mechanic is brutally simple. Your cheering is not just encouraged. It is required. Here, an activation is a live brand experience that changes what the crowd can see based on what they do. Because the screen can die, the crowd self-organizes to keep the volume up, which makes \u201csupport\u201d feel like a shared responsibility. In sports sponsorship and live-event marketing, conditional access is one of the fastest ways to turn spectators into participants.<\/p>\n<p><strong>Extractable takeaway:<\/strong> If you want participation, make it the required input for a real reward, and show the consequence instantly.<\/p>\n<ul>\n<li><strong>Clear rule.<\/strong> Cheer to keep the screen alive.<\/li>\n<li><strong>Immediate feedback loop.<\/strong> The crowd sees the consequence in real time.<\/li>\n<li><strong>Social amplification built in.<\/strong> People around you become part of the control system.<\/li>\n<\/ul>\n<h2>What marketers can reuse from the idea<\/h2>\n<p>This is a strong example of \u201cparticipation as the power source\u201d. Instead of adding a gimmick on top of the match, the match itself becomes the reward for participation. It also turns a brand message into a behavior, which tends to travel further than a tagline.<\/p>\n<ul>\n<li><strong>Make participation the power source.<\/strong> Tie the experience to an audience action instead of adding a side-gimmick.<\/li>\n<li><strong>Keep the reward \u201ccore\u201d.<\/strong> Use the thing people already want as the payoff, not a separate prize.<\/li>\n<li><strong>Show consequences instantly.<\/strong> A visible feedback loop lets the crowd adjust behavior without instructions.<\/li>\n<\/ul>\n<p>If participation does not change anything in the moment, it will read as decoration, not interactivity.<\/p>\n<hr \/>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is the Coca-Cola \u201cCheer-O-Meter\u201d?<\/h3>\n<p>It is a live fan-screen activation in Buenos Aires for Copa America 2011 where sound sensors kept the match on screen only while fans kept cheering.<\/p>\n<h3>How did the sound-sensor mechanic work?<\/h3>\n<p>The cheering volume acted as the trigger. If it dropped too low, the screen went blank, pushing the crowd to keep the energy up.<\/p>\n<h3>Why is this effective as a brand experience?<\/h3>\n<p>Because it converts brand participation into a simple, memorable rule with instant consequences, and it makes the crowd feel responsible for the outcome.<\/p>\n<h3>What is the transferable pattern?<\/h3>\n<p>Create one clear rule, attach it to a real reward, then deliver immediate feedback so the audience understands their impact in the moment.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To promote the excitement around Copa America 2011, OgilvyAction worked with Coca-Cola to set up a giant screen in downtown Buenos Aires for fans to watch their favorite teams and provide unconditional cheer to the Argentinean National Team. But there was a catch. Sound sensors were installed to keep the screen on and if the &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/coca-cola-cheer-o-meter\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Coca-Cola: Cheer-O-Meter<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":13167,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"For Copa America 2011, Coca-Cola powered a Buenos Aires fan screen with sound sensors. Stop cheering and the match goes blank.","_seopress_robots_index":"","iawp_total_views":1,"footnotes":""},"categories":[159,27],"tags":[7213,3481,3483,175,812,3480,127,3482,2743,2521,7214,91,654,2647,163,1992,7153,1058],"class_list":["post-6338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-live-communication","category-marketing-strategies","tag-activation","tag-alentometro","tag-always-refresh-your-breath","tag-argentina","tag-buenos-aires","tag-cheer-o-meter","tag-coca-cola","tag-copa-america","tag-copa-america-2011","tag-experiential-marketing","tag-fan-engagement","tag-football","tag-ogilvy","tag-ogilvyaction","tag-outdoor","tag-soccer","tag-sports-marketing","tag-youtube"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/coca_cola_cheerometer.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-1Ee","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6338","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=6338"}],"version-history":[{"count":9,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6338\/revisions"}],"predecessor-version":[{"id":16112,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/6338\/revisions\/16112"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/13167"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=6338"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=6338"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=6338"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}