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Volvo hits the big screen with interactive marketing

Volvo is launching an interactive cinema campaign to support the launch of its XC70 all-wheel drive estate car.

Families going to watch the new Ratatouille film at Cineworld will become human joysticks, waving their arms in the air to guide the XC70 around large-scale driving terrain collecting various items and passengers along the way.

Volvo has introduced the unique social gaming technology to the UK to support its new brand message - ‘Life Is Better Lived Together’.

Each of the 12 regional Cineworld audiences will attempt to use their combined effort to score the most points on the virtual course, monitoring their performance on a live scoreboard on the side of the screen on October 13. The winning audience will be rewarded with free cinema tickets.

Anita Fox, head of marketing communications, Volvo Car UK, said: “The concept was developed in order to engage a group of people and take video gaming, traditionally an individual pastime, to a truly sociable environment. By working together as a team, having fun and sharing the experience, it’s the perfect way to communicate Volvo's ‘Life Is Better Lived Together’ brand message.”

The 12 selected Cineworld locations are: Nottingham, Wandsworth, Bolton, Sheffield, Chesterfield, Brighton, Cardiff, Ipswich, Edinburgh, Stevenage, Birmingham and West India Quay.

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