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Good News Effect
Client
Mike's Hard Lemonade
Category
Editorial Storytelling, Emotion Recognition Technology, AI
Awards
• Pressboard – Top 100 Branded Content Campaigns
• Digiday – Finalist for “Most Innovative Use of Content"
WHAT WE DID:
How do you bottle happiness? We helped make Mike’s Hard Lemonade synonymous with joy, from pixels to parties.
HOW WE DID IT:
To spread smiles in a bold new way, we created a digital-meets-real-world experience that let people feel the joy—literally.
It began with an interactive feature for The Washington Post that explored how good news boosts happiness. As readers watched uplifting videos, embedded emotion recognition technology tracked their facial expressions in real time—revealing their personal joy levels right on screen. Then we cranked up the happiness. At a high-energy party in New York City, guests danced to feel-good tracks, snapped pics with Mike’s selfie pops, and tried out the emotion recognition tech live.
One of the first times this emerging technology was used in storytelling, it made joy contagious—in the best possible way.
