Volvo game turned the audiences at 12 Cineworld sites into 'human joysticks', allowing them to compete against each other live.
Volvo wanted to promote their new XC70 in a way that had never been done before in the UK and indeed Europe.
To promote the new Volvo XC70 in a new and interesting way and support the launch with its 'Life Is Better Lived Together' brand message
To introduce social gaming technology into 12 Cineworld sites allowing audiences to guide the Volvo XC70 through a course and compete against each other for points
Brighton won the Volvo live gaming event. A great deal of positive PR was generated as a result of this activity throughout the media trade press and also on gaming websites. Youtube also gained in excess of 1,616 hits viewing the game online
Volvo dared to be the first to try something new in UK cinemas that had never been seen before. By involving the cinema audience, mass amounts of word of mouth were generated around the Volvo XC70 game and the campaign as a result was extremely successful
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