Mazda - Mazda3
2014 Mazda3 Fast Lane / J. Walter Thompson Canada
To launch the 2014 Mazda3, we partnered with Cineplex TimePlay to create a gaming first : a dual screen in-cinema experience that leverages the mobile accelerometer. This social driving game turned your phone into a wheel, and every seat in the theatre into the driver’s seat for an immersive test drive experience.
Fans competed by scoring points for matching the ‘perfect line’ on the big screen. Vibration feedback on their mobile device cued users to correct their steering. Collaboratively, the audience’s performance dictated their race position on the big screen.