The world’s first dual screen in-cinema experience to leverage the mobile accelerometer. Our social driving game turned every phone into a wheel, in an immersive night race experience designed for a mass audience.

A local server pushed the smartphone app via exclusive wifi and synched the cinema screen to each mobile device. We measured the phone’s accelerometer every 200 milliseconds for responsive scoring and ranking feedback.

The app pushed an offer to sign up for movie tickets and/or test drive. Winners had greater chances of winning, and gamification resulted in the higher activation rates.

• 8,809 requests for test drives, or 5% of all players--so many we had to disable some functionality after the first week.

• Sign up rates for movie ticket offer and test drives were 50% for game winners, the highest achieved by any in-cinema app experience (35% for top 10, 28% for all players).

• 266% increase in social conversations (10x higher) vs. previous innovation initiatives.

• 933 Facebook shares/likes, the highest social engagement achieved by any in-cinema app experience in Canadian history.

• Over a quarter million online impressions (266,000) generated over the month of November in Canada.