15 Aug 2018

Mazda wanted to show how it differs from the competition by promising a unique driving experience. But that’s difficult to communicate given the short consideration period and the fact that most consumers avoid the dealership altogether.

So the brand and its agency, JWT, took advantage of the big screens in movie theatres and people’s mobile devices, creating the world’s first dual-screen cinema experience that leveraged mobile accelerometers.

The “Mazda Massive Test Drive” app turned mobile phones into steering wheels, and the big screen into an interactive, first-person racing experience designed for a crowd. The app synced the cinema screen to participating mobile devices and measured the phones’ accelerometer every 200 milliseconds for responsive feedback.

Players had to match the movements of the driver on the big screen, and their score and rank were displayed on their phones. A real-time leader board tracked the players, who then received an offer to sign up for a test drive via the app after the race.

As a result, there were a total of 8,809 requests for test drives, or 5% of all players. This was a 3,940% increase over a typical month. Sign-up rates for movie ticket offers and test drives were 50% of the game winners, the highest achieved by any in-cinema app experience. There was a 266% increase in social conversations (10 times higher than previous initiatives), as well as 933 Facebook shares and likes and the campaign generated more than 266,000 online impressions.


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