Coca-Cola cheer

Coca-Cola deserves a round of applause for its latest mobile effort: The Cheering Truck (tx Elliot).

Outfitted with a recording booth, the red Coca-Cola truck drove throughout Argentina, stopping in select spots and inviting fans (sometimes whole school’s worth of them) to step inside and have their cheers captured on tape. As more sound files were stowed away, a digital sign outside the truck counted the number of cheers as it crept towards the one million mark.

When it came time for game day, Coca-Cola’s cheering truck drove inside a stadium and played a multi-track recording of a million-plus voices melding together in a cacophonous roar of affirmation.