This Mazda Ad Gets a Theater Audience to Race Cars with Their Phones
Angela Rajic — December 3, 2013 — Marketing
References: youtube & creativecriminals
Movie theaters are getting a little faster next year with launch of the new Mazda ad campaign, an interactive game that will revolutionize the Timeplay system in Cineplex movie theaters across Canada.
Timeplay was designed by Cineplex Canada as a form of pre-movie marketing that got audiences to interact via a free phone app. Players earn small prizes and point towards their Scene accounts. Mazda's ad for the new 2014 Mazda 3 is revolutionary in that it is not the usual button-pressing game most Timeplay activities are. Instead, Fastlane has the audience race two cars on the multiplex screen with their phones. The increased level of interactivity is a step forward for this type of marketing. This could fuel future innovations with the TimePlay system and in advertising in general.
Timeplay was designed by Cineplex Canada as a form of pre-movie marketing that got audiences to interact via a free phone app. Players earn small prizes and point towards their Scene accounts. Mazda's ad for the new 2014 Mazda 3 is revolutionary in that it is not the usual button-pressing game most Timeplay activities are. Instead, Fastlane has the audience race two cars on the multiplex screen with their phones. The increased level of interactivity is a step forward for this type of marketing. This could fuel future innovations with the TimePlay system and in advertising in general.
Trend Themes
1. Interactive Ad Campaigns - Mazda's use of interactive game technology in a theater ad campaign opens the door for increased use of phone apps in advertising.
2. Innovative Timeplay Systems - Mazda's new ad campaign could drive future developments in Timeplay marketing systems, with new ways to engage audiences and offer incentives.
3. Augmented Reality Marketing - Mazda's interactive game could pave the way for more use of augmented reality technology in marketing, especially in a theater setting.
Industry Implications
1. Automotive - Auto manufacturers can use interactive game technology to showcase new cars and engage audiences during theater ads.
2. Entertainment - Theater chains can use interactive marketing systems like Timeplay to offer unique experiences to moviegoers and generate more revenue.
3. Advertising - The success of Mazda's Fastlane game could spark new ideas for advertising agencies to use interactive technology to engage with audiences and offer incentives.
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