On your mark, get set, go! To promote the 2014 Mazda3, we developed an in-cinema racing game. Fast Lane connected moviegoers' smartphones to the big screen, turning them into drivers and their devices into steering wheels. Audience members at select theaters in Canada could virtually get behind the wheel of the car, inspect its interior and exterior design and race against each other. Drivers could even schedule a real test drive from within the app.

Launch the campaign
Published
January 2014
Topics

The Story

On your mark, get set, go! To promote the 2014 Mazda3, we developed an in-cinema racing game. Fast Lane connected moviegoers' smartphones to the big screen, turning them into drivers and their devices into steering wheels. Audience members at select theaters in Canada could virtually get behind the wheel of the car, inspect its interior and exterior design and race against each other. Drivers could even schedule a real test drive from within the app.

The competitive and collaborative dual-screen in-cinema game used the Cineplex TimePlay app. Calling on the smartphone’s accelerometer, measured every 200 milliseconds, players had to match the skills of the driver on the big screen, earning bonus points for the “perfect line” or getting vibration feedback to help them course-correct. Individual players’ scores were displayed on a real-time leaderboard.

The Technology

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    Social

    Facebook

    Twitter

The Results

The Mazda3 in-cinema "drive your own adventure" game garnered a 22% activation rate, the highest rate of any experience TimePlay has built to date. In fact, so many requests for test drives were received that they overwhelmed the dealer network.

8,636

Requests for test drives

49%

Activation rate among winners (27% overall)

266%

Increase in social conversation over previous activations

Launch Date Nov. 1, 2013