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