A first in interactive screen technology helps people vote for their favourite sci-fi film.We used an innovative interactive touchscreen voting matrix on digital screens in cinemas to get people’s votes. People could download a trailer for the game from those sites to their phones via a QR code.We asked the users of IGN, an online gaming community, to vote through their website, and used the cinema contractors’ digital and social CRM programme to promote the competition.Aliens won the vote for best sci fi film ever. We put it back on screen in cinemas across the county, taking over the cinema foyer with Mass Effect demo pods and posters. And cinema goers were treated to five minutes of footage from Mass Effect 3 before the film started.

We went far, far beyond expectations.We took Mass Effect 3 out of the role playing game niche and into the number one slot.

The game sold 186,306 in the first week - more than double the rest of the top ten combined.