AI Emotion Engine: Digital "Tomato" and Technological Measurement of Joy
The Brief
The primary strategic goal of the campaign was to engage the community around the WOSP finale using a fresh technological approach. The challenge was to move the rules of the traditional "Tomato" game into the digital realm: users had to answer questions from WOSP creators by saying "tomato" while maintaining a straight face. The core technical barrier was objective judging, the system had to flawlessly detect the exact moment a user "cracks" and starts laughing, resulting in a loss.
The Solution
We leveraged the Viramity engine to integrate high-end analytical tools, creating an AI-powered "digital referee":
- Video Emotion Analysis (Google AI): Implemented sophisticated image analysis algorithms that monitored the user's facial expressions via camera in real-time. The system precisely detected smiles or laughter, triggering an immediate loss.
- Voice Emotion Analysis (AI): Utilized Google audio tools to analyze the tonality and emotional charge of the spoken word "tomato." The system verified whether the user remained calm or if amusement was detectable in their voice.
- Interactive Video Hub: Viramity managed the seamless synchronization of pre-recorded footage from WOSP staff with real-time AI feedback from the user's camera, ensuring zero latency in emotion processing.
- Scalability and Performance: Cloud architecture allowed for the simultaneous handling of thousands of video sessions and AI analytical processes during the Finale's peak traffic.
Result
- Charitable Innovation: Developing Poland's first large-scale charity activation based on direct user emotion analysis.
- Engagement Growth: Thousands of players took the "Tomato" challenge, leading to high retention and multiple attempts to beat the system.
- Brand Perception: Dawtona established itself as an innovative brand capable of using AI to build an authentic, joyful connection with its consumers.
Summary
The project represents a breakthrough in using Affective Computing for brand communication. The cornerstone of this activation was the use of highly advanced Google AI tools to analyze emotions through both video (facial expressions) and audio (voice patterns). Viramity didn't just manage a contest; it became an intelligent arbiter that objectively transformed human emotions into measurable game data, promoting the positive values of the Great Orchestra of Christmas Charity.
Want to leverage artificial intelligence to build deep and authentic relationships with your customers? The Viramity engine can integrate the most advanced AI tools, turning users' facial expressions and voices into an interactive part of your campaign. If your brand is looking for innovative ways to engage, let’s talk about technology that "sees" and "hears" emotions.
Contact us: marcin.przybyla@johncube.pl
