| Date | |
|---|---|
| Author | DCM |
| Categories | cinema |
From 26 September to 23 October, thanks to Digital Cinema Media (DCM), Xbox, Dentsu Aegis and M:United division of McCann London., cinemagoers who download the cinime app will be able to exclusively play Xbox’s Forza Horizon 2 in cinemas across the country, with the chance of winning Xbox’s and copies of the game.
The four week campaign starts a week before the release of the highly-anticipated latest instalment of the Forza series. The campaign will run across 1,500 screens nationwide at Odeon, Cineworld and Vue cinemas.
The cinime app will transform smartphones into portable steering wheels as audience members will be able to compete for prizes, trying to follow the racing line around the track. The users score is then automatically delivered to their phone, gamers will also have the opportunity to post the score to social media and compete with their friends. As well as score delivery, a link to pre-order/order the game will be sent to the user, showcasing the ability to adapt content and the flexibility of cinime. The top fifteen scores will receive a free Xbox One and a copy of Forza Horizon 2.
Going to the cinema to experience movies at their peak intensity, offers a genuine passion point for film fans and smartphones now allow people to plug into the experience at every step from preview to review – not just when they’re in the foyer or sitting in front of the big screen. Research has also revealed that the average dwell time in the cinema foyer of smartphone users is 15 minutes before the movie, while 50% of respondents are interested in doing some form of integrated activity with their phone in the movie theatre (FAME 2013).
Developed by the cinema industry for the cinema industry, the cinime app, created by DCM and Yummi, aims to entertain and engage people before and after the movies. The app harnesses bespoke audio watermarking and image recognition technology to deliver and unlock brand and film-related content on smartphones.
Joe Evea, Commercial Director, Digital Cinema Media: “This campaign demonstrates the very best of cinime and we’re delighted to work with a partner such as Xbox to showcase the flexibility and true depth of interaction that the cinime experience now offers. Audiences up and down the land will love the experience of playing such a great game and competing with their friends through social media.”
Kuran Kapoor, Product Marketing Manager, Xbox Games: “In the gaming industry we always strive to bring new experiences to our consumers, from the amazing gameplay available on the Xbox One & Xbox 360, through to the way we interact with our consumers with our marketing communications. We are extremely excited to partner with cinime for the release of Forza Horizon 2, bringing a clever and unique way to demonstrate the thrilling experiences and AAA quality”.
Toby Foy, Xbox Associate Director, Dentsu Aegis Network UK: “We wanted to deliver an initiative that would resonate with a target audience that are curious, competitive and want advertising to entertain. The cinime execution allows us to not only showcase Forza Horizon 2 on the big screen, but also lets our audience get a taste for the game…which will hopefully leave them wanting more”