To promote the launch of scary videogame Until Dawn in Spain, Playstation built a machine that "measures" players' fear. The contraption, created by TBWA/Espana in Madrid, tracked participants' heart and respiratory rate, blood pressure, body heat balance, eye movement and pupil dilation, creating a reading on a "fear index" calculated in a one to five scale. The users could then share their index on social media. Playstation also received national media coverage around the campaign.