To build excitement for the upcoming 2014 Mazda3, JWT Canada partnered with Cineplex to create a gaming first for Timeplay in which cinema-goers are pitted against in each other in a dual screen driving experience that leverages their mobile accelerometer. The social driving game turns your phone into a wheel, and every seat in the theatre into the driver’s seat for an immersive mass test drive experience.
Consumers at participating Cineplex theatres in Toronto and Vancouver can compete head-to-head in the game, which presents itself as a test of driving skill. Participants receive points that can be redeemed for concession products, and winning players are entered into a draw for a “movie night.” According to the company, this is the first time an automotive branded experience has been created for a mass audience in a theatre setting.
Brent Choi, Chief Creative and Integration Officer at JWT commented:
Mazda continues to push the limits of what’s possible with everything they do, and their communications also have to live up to that standard. Utilizing the accelerometer in smart phones, our combined teams were able to create a dynamic and fun in-theatre driving experience for audiences to participate and compete in.