Volvo XC70: Interactive Cinema Gaming

Name	Position	Company
Mehta	Director	Nitro
Tempe Hughes	Senior Account Manager	Nitro
Paul Adrian	Business Growth Director	Nitro
Dave Jennings	Creative Director	Nitro
Amy Sherwin	Producer	Nitro
Paul Shearer	Executive Creative Director	Nitro
Luke Tipping	Account Manager	Mindshare
Sharon Singh	Business Director	Mindshare
	Gaming Technology Creators	Brand Experience Lab
Dave Jennings	Writer	Nitro
Mehta	Art Director	Nitro

As well as experiential and social networking, cinema provides a live and exciting media creation of Volvo's Global strategy of togetherness. This first ever in-cinema game provides a fun and unique way to bring this to life and help consumers share a happy, positive experience together.

Using motion sensors cinema audiences became willing human joysticks where their movements controlled the action in a game on the screen. The more they worked together, the better they handled the Volvo in the Cinema Driving Game. Living proof of Volvo's Global positioning: Life is better lived together. 12 cinemas across the UK we're given the chance compete against each other. This live event made history being the first time cinemas had ever competed together anywhere in the world. The enjoyable event generated incredible PR, prompting Brand Week magazine to name it one of the top creative ideas of 2007.

Please watch the case study to see how the media idea was received by the audiences taking part.

The event generated massive press interest. The event was featured in over 40 separate articles in press and online commending the world's first live interactive cinema gaming experience. This idea was showcased in the UK and is now being considered by Volvo's Global Markets.