An interactive cinema experience from Mazda
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.
AUTHOR BIO
Joss Davidge
GLOBAL INNOVATION DIRECTOR
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.
