A partnership between automotive company Chevrolet and Microsoft, which has debuted at the 2010 Cannes Lions International Advertising Festival, is offering an intriguing new take on in-game advertising.
'Kinect Joy Ride' is the first controller-free racing game from Microsoft Game Studios and will contain the first in-game ad campaign to be launched on Microsoft’s innovative motion sensor enabled Kinect console. Users will be able to access the game after viewing an interactive video ad for the Chevrolet Volt on Xbox Live. They will then be able to customise their Volt and drive their creation within the game itself.
A series of Kinect kiosks will showcase the game at various Chevrolet promotional events and showrooms, and the campaign will be promoted across MSN, MSN Autos, the Windows Phone 7 and Xbox Live.
Chevy has been given the opportunity to become integral to the gaming experience as opposed to the usual fleeting in-game billboard glimpse. The rise of ‘un-touch technology’ such as this could now, ironically, be a gateway for brands to really connect with consumers on a level that remove the barriers between gamer and game. “It’s a way for us to replicate the experience of physically engaging with a product, which is essential to the customer’s purchasing decision,” said Chevrolet’s US VP of marketing, Jim Campbell.