By: Andres Colmenares - Published: • References: & adage
Imagine a crowd sitting in a cinema moving their bodies from side to side to control a car projected in the screen. Just like a gigantic maneuver or a "collective human joystick".

This is AudienceGames created by Brand Experience Lab, last summer. After two completely successful pilots with Volvo and, the company has developed a partnership with National CineMedia in the US to introduce this awesome experiential marketing service to a much wider audience.

It works with a motion sensor placed in the front of the theater. This is the real advergaming thing. A totally memorable, fun and interactive brand experience.

Photo: Scott Gries / Stats for Collective Human Joysticks Trending: Older & Mild
Traction: 3,055 clicks in 392 w
Interest: > 3 minutes
Concept: Collective Human Joysticks
Related: 57 examples / 44 photos
Segment: Neutral, 18-55
Comparison Set: 21 similar articles, including: metallic woven kicks, fluorescent skate parks, and oatmeal surprise cakes.