# Interactive Car Racing Ads This Mazda Ad Gets a Theater Audience to Race Cars with Their Phones By Angela Rajic | Published 2013-12-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mazda-ad References: [creativecriminals](http://creativecriminals.com/mobile/mazda-game-changer/) & [youtube](http://www.youtube.com/watch?v=siHswiTTUYI) Movie theaters are getting a little faster next year with launch of the new Mazda ad campaign, an [interactive game](https://www.trendhunter.com/trends/orca-scan) that will revolutionize the Timeplay system in Cineplex movie theaters across Canada. Timeplay was designed by [Cineplex Canada](https://www.trendhunter.com/trends/where-escape-begins) as a form of pre-movie marketing that got audiences to interact via a free phone app. Players earn small prizes and point towards their Scene accounts. Mazda's ad for the new 2014 Mazda 3 is revolutionary in that it is not the usual button-pressing game most Timeplay activities are. Instead, Fastlane has the audience race two cars on the multiplex screen with their phones. The increased level of interactivity is a step forward for this type of marketing. This could fuel future innovations with the TimePlay system and in advertising in general. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 8% | Activity: 37% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Interactive Ad Campaigns:** Mazda's use of interactive game technology in a theater ad campaign opens the door for increased use of phone apps in advertising. - **Innovative Timeplay Systems:** Mazda's new ad campaign could drive future developments in Timeplay marketing systems, with new ways to engage audiences and offer incentives. - **Augmented Reality Marketing:** Mazda's interactive game could pave the way for more use of augmented reality technology in marketing, especially in a theater setting. ### Industries Being Reshaped - **Automotive:** Auto manufacturers can use interactive game technology to showcase new cars and engage audiences during theater ads. - **Entertainment:** Theater chains can use interactive marketing systems like Timeplay to offer unique experiences to moviegoers and generate more revenue. - **Advertising:** The success of Mazda's Fastlane game could spark new ideas for advertising agencies to use interactive technology to engage with audiences and offer incentives. ## Related on Trend Hunter - [Smartphone-Controlled Racing Games](https://www.trendhunter.com/trends/modiplay-racing-game.md) - [Co-Branded Custom Ads](https://www.trendhunter.com/trends/lexus-and-universal-pictures.md) - [Interactive Game Advertisements](https://www.trendhunter.com/trends/samsung-ads-gamebreaks.md) - [Second-Screen Vehicle Sweepstakes](https://www.trendhunter.com/trends/kia-squares.md) - [Coffee-Inspired Auto Tours](https://www.trendhunter.com/trends/mazda-coffee-tour.md) - [Mixed-Reality Burrito Ads](https://www.trendhunter.com/trends/chipotle-1.md) - [AR Driving Games](https://www.trendhunter.com/trends/augmented-reality-driving-game.md) - [In-Car Gaming Collaborations](https://www.trendhunter.com/trends/airconsole-x-audi.md) - [Interactive Motorsport-Inspired Gaming Experiences](https://www.trendhunter.com/trends/mario-kart-worlds.md)