The beer brand has devised an algorithm that analyses millions of tweets in real-time to create a league table of those that embody the laid-back Aussie outlook.
The Twitter app, created by Play, assigns values to individual words, tracks the sentiment of tweets and identifies similarities between microblog posts to provide a weighted analysis of the UK's 'no worries' attitude.
Consumers can access the Ozometer via the website. According to the Ozometer, Bradford is currently the UK city that most reflects the Aussie attitude, while ranks third in the celebrity stakes and comes out top amongst the general public.
The launch of the Ozometer will be supported by a partnership with , which will feature a range of Aussie-inspired content including news updates, competitions and virals, as well as advertorials aimed at driving traffic to the Ozometer.
The online drive, aimed at 18 to 34 year-old lager drinkers, forms part of a wider campaign urging consumers to tap into the Aussie no worries attitude to life with the strapline ‘Get some Australian in you'.
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