Castle Lite knows what's on a man's mind: extra cold beer. The goal was to help this audience instantly realize its dreams of a Castle Lite beer. By designing the Extra Cold Mind Reader, we tapped into the psyche of today's beer drinkers to deliver the coolest (and coldest) beer-drinking experience ever.

Launch the campaign
Published
August 2013
Topics

The Story

Castle Lite knows what's on a man's mind: extra cold beer. The goal was to help this audience instantly realize its dreams of a Castle Lite beer. By designing the Extra Cold Mind Reader, we tapped into the psyche of today's beer drinkers to deliver the coolest (and coldest) beer-drinking experience ever.

The Extra Cold Mind Reader is a hybrid of EEG brainwave-sensing technology, Flash, Arduino and Draught Tap, realized in a physical installation. We recorded the brain’s spontaneous activity over a short period of time, detecting conscious thought and emotion, then used that data to trigger an automated draught pour. The more the user focuses on Extra Cold, the more draught is poured.

The Technology

The Results

Hellocomputer tapped into Castle Lite’s extraordinary beer-drinking experience and broke new ground in innovation: the perfect head-to-beer ratio draught, poured at negative four degrees celsius, every time a man thought about it. Not only is the Extra Cold Mind Reader a world first, it’s a completely unique experience that literally turns wonderment into instant realization.

100

Litres of beer poured in one night with the power of thought

- 4°

The perfect beer temperature for every pour

1ST

In beer innovation

Launch Date June 8, 2013