We think this idea from Mazda is great, bringing the all-new 2014 Mazda3 to life for a cinema audience through an interactive test drive challenge. 

Fast Lane allowed audience members to take part in a live game using their mobile phones. Using software called TimePlay, audience members, aka ‘players’, could turn their smartphones into a steering wheel so they could test their reactions and try and keep up with the action on screen.  Phones were logged and a real-time leader board appeared on the screen alongside the action.