Chevrolet and Microsoft Advertising recently demonstrated a multiscreen advertising campaign at the 2010 Cannes Lions International Advertising Festival. This was notable because of the way it used the Kinect for Xbox 360 to promote the Chevrolet Volt electric car.
“The Volt applies advanced environmental technology to give Chevrolet drivers freedom from the gas pump, making it one of the most exciting developments the automotive industry has seen in years,” said Jim Campbell, U.S. vice president, Chevrolet Marketing. “Our marketing campaign needs to reflect this. Kinect allows us to bring the excitement of the showroom to the living rooms of our customers. It’s a way for us to replicate the experience of physically engaging with a product that is essential to the customer’s purchasing decision.”
When Kinect launches, players will be able to test-drive Chevrolet Volt in Kinect Joy Ride. Players must view a video advertisement in-dash on Xbox Live or on the Internet, in order to unlock the Chevrolet Volt in Kinect Joy Ride for play.
“Chevrolet Volt is not only offering a new way for car buyers to interact with and learn about a vehicle before heading to the dealership,” said Darren Huston, corporate vice president of the Global Consumer & Online group at Microsoft. “It’s enabling people to virtually test drive the Volt from the comfort of their own living room. This campaign showcases the kind of breakthrough digital campaigns we can deliver for marketers when we combine great partnerships with leading-edge software innovation.”