The McDonald's 'Passion Meter' campaign rallies European soccer fans into friendly competition, gauging their support for their respective favorite teams during the Euro Cup.

The interesting European campaign hinges on the fervent enthusiasm created by the Euro Cup. McDonald's asks fans to show their love for their country or choice team by screaming into their phones or webcams via mobile or website, where their decibel readings (and video) will be recorded. These readings will be amalgamated by team and be displayed on a Euro Cup-wide ranking chart. The site features these rankings, with videos available on the 'World Map' feature, giving people all around the world a glimpse into soccer fan-dom.

As brands are continually finding new ways to engage their fan base and create conversation, McDonald's proves they can spark a louder, more dramatic reaction from its consumers.