In Sweden, young adults go on winter holiday in February, and many leave for ski trips and excessive alcohol consumption. We were asked to come up with a novel and engaging way to get young people in the ages of 18-25 to reflect on their alcohol consumption before the holidays.
We developed the Sexometer, the world’s first interactive drunken sex film, backed by science. We used both research and science and translated all the data into one highly engaging piece of content, which was both educative and interactive. The core of the idea was a film, where people could watch and steer the changes in both attitude and performance of a love making couple depending on their alcohol consumption levels. By changing the amount of alcohol consumed, the couple behaved differently, while a scientist explained what happened in their brains and bodies.
First we conducted necessary research together with an external research partner and a neuroscientist. Then we interpreted science and research into an "interactive drunken sex film" with our love making actors and a scientist describing what happened in the couple’s bodies and brains at different levels of intoxication. The audience could choose how much the couple have had to drink, causing their blood alcohol levels to change together with their behavior, all backed by science. To make the audience feel even more intimate, we used a Cyclops motion control system, previously used in the Harry Potter movies. We produced the Sexometer website where we published the film and provided facts and figures. We contacted media and bloggers and provided them with a press release with figures from our research, and our film.
Before the holidays, 49 481 unique visitors had interacted with our Sexometer and they spent an average of two and a half minutes on the campaign site! Both national and international media described the Sexometer as a new, interesting way of educating young adults on over consumption and we got an earned media reach of 12 million, in a population of just 10 million people. Conclusion? We translated research and science into creativity and started a new conversation on alcohol moderation. One that young adults happily invested 123 700 minutes in.