Movie theater service provider Screenvision helped create a spectacular immersive Volvo ad that allows seated filmgoers to take part in a virtual test drive of a Volvo car before the film trailers set in.
The ad takes the form of a motion simulator that is directed by a motion detector aimed towards the audience. As the audience performs collective motions such as waving their arms in a particular direction, they control the movement and direction of the car in the ad. Audiences can even change the speed of the car and explore its interior.
Ultimately, these Volvo ads re-imagine auto advertising by allowing for a completely different level of engagement and immersion, with cinemagoers getting to experience what it feels like to sit in the driver's seat of a Volvo and control the vehicle.