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TBWA Spain developed a machine to measure fear in players of PlayStation’s horror game 'Until Dawn'. This innovative branding campaign tracks physiological responses to quantify real fear during gameplay.
Humans have managed to measure everything… temperature, distance, time. Well, not quite everything; measuring fear was still missing, and the team at TBWA Spain is up for anything. This time, they've launched "Until Dawn", the latest horror-themed video game from PlayStation. From this, the idea of measuring fear as a branding campaign for the brand emerged. With the help of engineers and scientists, they have developed a machine capable of measuring the fear of the person playing this game. This machine allows for the measurement of heart rate, blood pressure, respiration, thermal balance, and eye movement of the player. With all this information, they have measured the degree of fear in various participants, including digital influencers and gamers.
