Mazda Massive Test Drive

To launch the 2014 Mazda3, we partnered with Cineplex Timeplay to create a world first: a dual screen in-cinema experience that leverages the mobile accelerometer. This social driving game turned your phone into a wheel, and every seat in the theatre into the driver’s seat for an immersive mass test drive experience. Take a look behind the scenes.

The starting line. The audience in red raced a ghost car.

The game was split into chapters, which measured the individual and collective response times of the audience members. If the audience underperformed, the ghost car would pass at the next chapter break. So it was possible to still lose, but post the fastest reaction time of all drivers to win the game.

A live leaderboard hinted at the appropriate angle to hold your mobile device to drift around corners.

Awards:

  • Cannes: Shortlist Media Lion, use of Screens
  • Atomic Awards: Silver: Best Technical Breakthrough, Silver: Atomic Collaboration
  • CMAs: Automotive Gold,Experiential and Innovative Media, Automotive Silver, Community Engagement, Automotive, Silver, Integrated, Automotive Gold, Advertising, Automotive Bronze, Promotion/Shopper Marketing
  • Media Innovation Awards: Gold, Best use of Video
  • ADCC: Silver, Interactive, Best Use of Game Mechanics, Silver, Interactive, Branded Games, Merit, Advertising, Ambient Single, Merit, Advertising, Mobile and Mobile apps, Merit, Promo, Promo
  • Strategy B!G awards: (only 3 awards given): Bronze
  • Applied Arts: Experiential, Advertising Non-Traditional
  • Shopper Marketing Awards: Silver, Original Idea, Silver, Technical Breakthrough, Silver, Targeting

Covered in Fast Company, PSFK, Marketing Mag, Creative Criminals

Results:

  • 8,809 requests for test drives, or 5% of all players. Mazda normally gets 228 requests/mo. this was a 3940% increase.
  • Sign up rates for movie ticket offer and test drives were 50% for game winners, the highest achieved by any in-cinema app experience (35% for top 10, 28% for all players).
  • 266% increase in social conversations (10x higher) vs. previous innovation initiatives.
  • 933 Facebook shares/likes, the highest social engagement achieved by any in-cinema app experience in Canadian history.
  • Over a quarter million online impressions (266,000) generated over the month of November in Canada.

Production team:

IAMSTATIC
Drastic Music + Technology

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