It is designed to test a man's quest for extra cold refreshment in the heat of adversity, delivering something extraordinary, whilst bringing the brand's proposition to life.
The machine utilises an EEG headset, which is calibrated to record the brain waves along the scalp by measuring the brain's spontaneous electrical activity over a short period.
The Extra Cold Mind Reader headset detects specific signals, such as conscious thought, emotion and facial expression and uses these signals to control their experience.
Users are absorbed into a unique sensory experience with interactive lighting, cold air effects, rich immersive visuals and sound in an interactive game, where they must battle hot, distractive scenarios to prove they can maintain their cool and their focus on 'Extra Cold'.
"By simply measuring concentration levels over a period of time, we are able to allow your mind to trigger a real world reaction, in this case an automated pouring of a perfect -4 degrees Extra Cold Castle Lite draught," explained Nandus du Plessis, digital manager for Castle Lite. "The longer you think about Extra Cold the more beer is poured. This showcases the power of the user's mind control."
See the Extra Cold Mind Reader in action.
