More Brits are getting into American football these days -- but can they match the enthusiasm of American fans? Pepsi Max decided to experiment.

To support the NFL International Series matches at London's Wembley late last month, the brand, an NFL sponsor, created a vending machine where fans paid with enthusiasm -- encouraging the normally more reserved Brits to let go in American-style passion for NFL. The "Oomph-o-meter" spoke to fans entering the event and encouraged them to jump up and down, shout, and do high-fives and chest bumps and gave out free Pepsi Max to those who performed best. Abbott Mead Vickers BBDO created the stunt, and film.