[Edaily Reporter Kyung Gye-young] #Cheil Worldwide announced on the 17th that it is launching the “WIDE CUP” campaign with Cass, the official partner of the South Korean national soccer team, to ramp up fan enthusiasm.

The WIDE CUP campaign involves filming people cheering for South Korea at group viewing venues set up by Cass in areas such as Euljiro and Seongsu in Seoul. Using AI-based technology, the system measures the size of participants’ mouths and awards one can of Cass’s non-alcoholic beverages—“Cass Zero” or “Cass Lemon Squeeze Zero”—for every 1 mm of mouth size measured.

In addition, Cass will select scenes of passionate cheering from each group stage match and feature them in outdoor advertisements across Seoul—including Yeouido, Itaewon, and Dongdaemun—through mid-next month, giving ordinary consumers the chance to appear in Cass advertisements.

An official from Cheil Worldwide, which planned the campaign, explained, “We introduced fun and unique rewards to draw out passionate support from many citizens, despite the challenge of all of South Korea’s group stage matches being held on weekday mornings.”

The first ‘Wide Cup’ event, held at a beer bar in Euljiro, Seoul, on the 12th—the day of South Korea’s first group stage match against the Czech Republic—drew 220 participants. On that day, participant Hwang Yeon-dong recorded the largest mouth opening at 79 mm, and the top six participants received a total of 411 cans of Kas Zero and Kas Lemon Squeeze Zero as prizes. Hwang said, “I thought the cheering atmosphere would feel awkward since it was morning, but thanks to Kas, I was able to cheer so passionately that I forgot it was morning.”

CASS and Cheil Worldwide plan to hold the Wide Cup for the match against Mexico on the 19th in Seongsu and the Wide Cup for the match against South Africa on the 25th in Euljiro. Online, fans can participate by filming themselves cheering for the South Korean national team from anywhere in the country—whether at home, work, or school—and posting the video on social media with hashtags such as #CASSZERO and #WIDECUP by the 25th.

A CASS spokesperson said, “We will continue to foster a culture of cheering where everyone supporting South Korea can enjoy the experience together, regardless of time or place.”