The Extra Cold Mind Reader uses brain-powered technology that rewards drinkers with ice cold beer depending on how long they can focus on cold things for.
Made for Castle Lite beer from South African Breweries, the drinker wears an EEG headset that measures spontaneous brain activity. The catch is the drinker must do this while being presented with distracting images of extreme heat. In addition to visuals, the Extra Cold Mind Reader also uses lighting, cold air and sound effects for an intensely immersive experience.
This challenge allows drinkers to engage with the brand in a creative and sensory way. The Extra Cool Mind Reader was designed by Hellocomputers and built by Thinking—resulting in a cool collaboration.