Our underlying concept for this activation was heavily rooted in the structure of the television show we were promoting. In the show, several comedians are all put in a room with one rule: The last one to laugh wins. Comedy ensues as all of the comedians attempt to make each other laugh. Our Interactive team developed a game that was built to function similarly. First, we licensed hours of comedic videos and built a randomizer to ensure each participant got a unique playback sequence. Next, we built out our sentiment analysis engine. This part of the application initialized the webcam and continually analyzed micro-expressions of the participants face. As soon as the participant began to laugh, our application would detect it and stop the game.
The final component was the joke submission portion of the program. In the event that a participant was able to last a full 30 seconds without cracking a smile, they were prompted to record their own joke for a chance to win prizes from Amazon. This competition not only existed within the mall kiosks, but was also released to the iOS and Android app stores to further the reach and gather 1000s of joke submissions before the completion of the program.