2014 Mazda 3 "Fast Lane"

Creative Technology & Production

MAZDA FAST LANE
EXPERIENTIAL MARKETING / CINEPLEX TIMEPLAY
Client: Mazda Canada
Agency: JWT
Campaign: 2014 Mazda3 Launch
AWARDS
Cannes Lion: Nominee (Innovative Use of Technology)
Webby Awards: Finalist
Applied Arts: Winner
AToMiC Awards: Silver (Collaboration), Silver (Best Tech Breakthrough)
Marketing Magazine Awards: Apps/Mobile, Games
RESULTS
“Mazda Fast Lane” was the world’s first multi-cinema driving simulation game. The mobile experience utilized smartphones’ accelerometers and the Cineplex TimePlay app, which let audiences play interactive games in the pre-film segment. Typically, this has included trivia-style button clicking games. In “Fast Lane”, movie-goers competed against each other and a real-time leaderboard tracks their progress on screen. Participants could win concession products just for playing and those who win are entered into a draw for a free movie night. Participants are also able to request a test drive directly from the app, which sends their contact information to Mazda dealers who follow up. The game garnered the highest activation rate (27% overall) of any Cineplex in-cinema experience to date, increasing social conversation by 266%. It also translated into 8,809 test drive requests—so many that it overwhelmed the Mazda dealer network.
 
Put yourself behind the wheel of the all-new 2014 Mazda3 with Mazda Canada's Fast Lane, a Cineplex TimePlay Interactive Film! Using this interactive app, you could control the big screen, win the race, and experience the thrill of driving the all-new, game-changing 2014 Mazda3 without leaving the comfort of your seat. Then head to your local dealer to test drive the real thing.
Directors Cut
CREDITS:
Client: Mazda Canada
Brand: 2014 Mazda3

Agency: JWT Toronto
Creative Technologist & Senior Digital Producer : Simon Conlin
Chief Creative & Integration Officer : Brent Choi
SVP Creative Director : Ryan Spelliscy
Group Creative Director: Chris Page
Art Director: Anita Wypych
Digital Account Director: Chloe Gravelle
Developer: Timeplay

Production Company: TOPIX
Directors: IAMSTATIC (Ron Gervais & Dave Greene)
Lead Animator/Rigger: Kevin Vriesinga 
Generalist: Ronak Shah
Lighting & Rendering: Dave Greene
Lighting, Rendering & Compositing: Abdul Mohamud
Modeling, Texturing & Rendering: Dave Greene & Chris Crozier
Matte Painting: Andrew Nguyen 
Compositors: Ron Gervais & Rob Del Ciancio 
Senior Producer: Christina Lord

Audio/Music: Drastic Music
Audio Creative Director : Drasko Vucevic 
Audio Producer : Matt Davis

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