Announced at the 2010 Cannes Lions International Advertising Festival, Microsoft and Chevrolet have partnered to bring the worlds first mutliscreen advertising campaign that takes advantage of the upcoming Kinetic’s controllerless gaming interface. The project will promote Chevy’s Volt electric car launch later this year. From a gamers view, Kinect offers an entirely new way of interacting with video game titles, whereas from an Advertisers view Kinect offers a unique way of connecting with consumers by allowing them to virtually physically interact with a product.
The Volt IGA will take place within “Kinetic Joy Ride,” Microsoft’s first sans controller racing title. After gamers view the video ad in-dash on Xbox LIVE or the Web, the Volt will be unlocked and available for a test drive.
“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.”
And while Kinect has been touted for it’s innovation and “never seen that before” technology and interaction capabilities, this campaign illustrates a number of revenue generating possibilities for Microsoft and advertisers. Not only can consumers take a product for a virtual test drive, but advertisers can extend a campaigns reach via Microsoft’s various resources. For example, an extension of the Volt campaign under consideration involves a mobile brand experience. Consumers can add a local Chevrolet promotion to their calendar to take the Volt for a real-world test drive, or use Bing’s voice search to locate a dealer near them.
“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.”
Given what the Chevrolet Volt is and what it stands for, I couldn’t think of a more fitting partner to test the multimedia crossover advertising waters. Technology of what type meets technology of another. The ultimate question is, after the novelty of Kinect wears off, will we be back to the same old argument about IGA, or has Microsoft established a compelling enough experience to make it last the duration?
