Trident Tags Crowd Smiles At Rock In Rio Festival

Rock In Rio, which many argue holds the record for the largest music festival in the world (with an audience of 1.5 million people for its first incarnation), is sponsored by chewing gum brand Trident who introduced smile photo tagging at the 2011 event.


Sharing some facets with Orange’s 201 Glastonbury photo tagging project, this sponsorship campaign aimed to reinforce the gum brand’s existing smiled-led positioning.


Trident leveraged a smile measuring technology at the event and encouraged festival goers to tag their own smile on Facebook.


Working in partnership with Espaalhe Guerrilla Marketing, Trident introduced its Gigafoto campaign. Using a devise called the Gigapan to take massive panoramic images of the audience at the main stage, the device then automatically counted those who were smiling via facial recognition technology.


These images were then uploaded to Facebook, where people could then tag themselves in the photo.


In all 2,278 smiles were identified in the first three days of the festival.




These kinds of initiatives enable consumers to relive and reminisce about sponsored events in a positive personalised way and to help the brand spread its own smile-based happiness message virally across the web through their very own smiling photo.





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