Campaign Information
Play was assigned by FOSTER’S to help celebrate the brand’s infectiously Australian, ‘No Worries’ attitude. We began a search for some of Britain’s most, and least, ‘No worries’ people, celebrities and places.
We selected Twitter to help us with the search, as the current real time barometer of people’s attitudes, thoughts and feelings.
To monitor these feelings we recruited a statistical linguist, specializing in Artificial Intelligence platforms for languages. He helped us craft a custom built algorithm, which we named The Ozometer.
Capable of tracking sentiment and context, the Ozometer assigns a ‘No Worries’ value to individual words used in tweets.
The analysis spots patterns and sentence structure giving us a real-time assessment of Britain’s ‘No Worries’ attitude. Tweets are then assigned a ‘No Worries’ percentage, which we use to update The Ozometer leader-board, making it possible for us to show the most ‘No Worries’ person, celebrity and place in Britain at any given time.
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| Creative Agency: | Play | | Media Agency: | | | Campaign Type: | Campaign microsites
Other
| | Live date: | Feb 2010 - Feb 2010 | | Contact: | jon@playwithus.co.uk |
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