To launch the Mazda3, we partnered with Cineplex Timeplay to create a live racing experience that used every phone as a wheel for an immersive mass test drive experience.
Results:
A 3940% increase in requests for test drives (5% of all players).
The highest social engagement achieved by any in-cinema app experience in Canadian history at that date.
266% increase in social conversations (10x higher) vs. previous innovation initiatives.
Over a quarter million online impressions (266,000) generated over the month of November in Canada.
We measured the individual and collective response times of the audience members through stages of the game. If the audience didn't perform well, the ghost car would take the lead. If the audience reacted well, the audience car passed the ghost car. So it was possible to still lose as a group, but track and reward the fastest reaction time of all drivers to win the game.
Take a look behind the scenes.
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
Production team:
