McDonald's Europe is measuring the passion of soccer fans during Euro 2012 with a 'Passion Meter', in the form of both a live event and website created by DDB Paris. In special fanzones in Kiev and Warsaw, 20 fans at a time can enter a specially built Passion Meter (eight meters high and weighing five tonnes). Inside, they can choose a country and make a noise; the machine will 'measure' the level of their support. For those who can't get to the machine, there's a passion meter website where they can record their support through webcam or microphone. McDonald's Europe will announce the winning country at the end of the tournament.
The website includes a gallery of fellow fans' contributions and a couple of 'mockumentaries' by DDB Paris and Crossroads Films which follow three fans : one Italian, one Spanish and one English, on their journey to the Passion Meter.