Distance, time, the energy released by an earthquake...

Humans have succeeded in measuring everything.

Whenever a new unit of measurement is created, it receives the name of the person who conceived it.

And yet there was something profoundly human that nobody had ever measured before.

Fear.

For the first time, someone resolved to measure it.

And who better than Until Dawn, a great horror game, to do it for the first time?

To launch Until Dawn, a horror game for PlayStation 4 we developed the first machine able to measure fear ever.

We calculated each participant's level of fear by tracking their heart and respiratory rate, blood pressure, body heat balance, eye movement and pupil dilatation.

It took place in Madrid by the end of August 2015 and in Madrid Game´s week in October 2015 (gamers con).

Gamers and digital influencers were the first to try it.

In real time, they received a video showing their own Until Dawn Index scores along with all their measured data so they could share them on social networks, thus generating buzz and thousands of comments about the Until Dawn Index.

Furthermore, the most relevant mainstream and video-game-oriented media picked up the story about the Until Dawn Index, resulting in a huge impact.

+150 M Global impressions

+5,3 M in earned media

+40% over sales forecast