At 2010 Cannes Lions International Advertising Festival, Chevrolet and Microsoft Advertising demonstrated an example of the first multiscreen advertising campaign that incorporates Kinect for Xbox 360 as a way to promote the Chevrolet Volt electric car launching later this year. When Kinect for Xbox 360 launches, consumers will have opportunity to driving a Chevrolet Volt in “Kinect Joy Ride,” the first controller-free racing game from Microsoft Game Studios. After viewing video advertisement in-dash on Xbox LIVE or on Web, consumers will be able to unlock Chevrolet Volt in “Kinect Joy Ride” to actually drive the car in the game.
The demo illustrates a number of innovative ways that brands can connect with consumers through touch and gesture on PC, TV and mobile device. One proof of concept being explored involves a mobile brand experience, in which consumers can add a local Chevrolet promotion event to their calendar to go test-drive a Volt or use voice-enabled search on Bing to find locations near them. Chevrolet will be the first auto marketer to incorporate a branded advertising experience for new Windows Phone 7.