Mazda accelerates in-cinema gaming with Cineplex, JWT

Mazda Canada‘s new in-theatre gaming experience to promote its Mazda3 puts movie-goers in the driver’s seat with a new way to use mobile tech in cinemas. Developed by JWT, Mazda Canada’s agency of record, “Fast Lane” is an interactive film that connects a person’s mobile device to the big screen. Using their smartphones as steering […]

Rebecca Harris November 28, 2013

Mazda Canada‘s new in-theatre gaming experience to promote its Mazda3 puts movie-goers in the driver’s seat with a new way to use mobile tech in cinemas.

Developed by JWT, Mazda Canada’s agency of record, “Fast Lane” is an interactive film that connects a person’s mobile device to the big screen. Using their smartphones as steering wheels, audiences at select Cineplex theatres in Toronto and Vancouver race 2014 Mazda3s.

The mobile experience utilizes smartphones’ accelerometers and the Cineplex TimePlay app, which lets audiences play interactive games in the pre-film segment. Typically, this has included trivia-style button clicking games.

Brent Choi, JWT’s chief creative and integration officer, said “Fast Lane” is the world’s first dual-screen experience using the mobile accelerometer in a movie theatre.

Movie-goers compete against each other and a real-time leaderboard tracks their progress on screen. Participants can win concession products just for playing and those who win are entered into a draw for a free movie night.

Participants are also able to request a test drive directly from the app, which sends their contact information to Mazda dealers who follow up. According to JWT, more than 6,100 test drives were requested.

The game is featured in pre-show segments in select Toronto and Vancouver Cineplex theatres.

“The [Mazda3] is best-in-class for its great technology integration, particularly with today’s smartphone,” said Choi. “So the [cinema experience] is a wonderful way to halo the vehicle’s features.”

The experience is part of the Mazda3 “Game Changer” integrated campaign, which includes television, online and print ads.