Interaction is Key

When it comes to entertainment, consumers are always seeking what’s newer, cooler, faster, and now, more interactive. You may have seen an interactive game at the mall where kids can kick a virtual soccer ball on the ground or stomp on cars. This type of interaction is relatively new to gaming, and even more new to entertainment.

It used to be that you buy a movie ticket, watch your movie, and go home. Now, some theaters are introducing an added entertainment value in the form of interactive games. Here’s a video of one interactive theater game in which moviegoers participate in a game where they control an on-screen vehicle by altering their movements.

Pretty cool huh? Did you notice the Volvo insignia? We did, and so did the people in the theater. The game provided something memorable for the audience to connect with the Volvo brand. Volvo isn’t the only ones moving into the interaction, or as I like to call, IRLPP (In Real Life Product Placement).

There are many examples popping up all over the place. One is the NBA All-Star Skills Competition game of G-E-I-C-O, a branded variation of the popular game, HORSE. Then there’s the Inside the NBA Wolverine integration just in time for the new “X-Men” movie, which features Charles Barkley developing claws.

I, for one, am a fan of this sort of integration, so long as it’s tasteful and actually adds some sort of entertainment value. What do you think? Feel free to add your thoughts in the comments below.

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