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 MSNBC.com, 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 / adage.com
Collective Human Joysticks
AudienceGames
Trend Themes
1. Interactive Cinema - This trend presents an opportunity for companies in the entertainment industry to bring a new level of interactive engagement to audiences and enhance the cinematic experience.
2. Audience-controlled Gaming - This trend creates an opportunity for tech companies to develop new technologies and software that enable audience-controlled gaming experiences in various settings beyond cinemas.
3. Experiential Marketing - This trend provides an opportunity for marketing agencies to create immersive and unforgettable brand experiences using interactive technologies and audience participation.
Industry Implications
1. Entertainment - This industry can leverage this trend to offer immersive and interactive cinematic experiences that engage and excite audiences.
2. Technology - This industry can create new products that enable audience-controlled gaming and other interactive experiences in cinemas, theaters, and beyond.
3. Marketing - This industry can capitalize on this trend to create experiential marketing campaigns that engage audiences and help brands stand out in a crowded market.