Brand Experience Lab makes “human joystick” games exclusive to National CineMedia
The title explains it pretty well. Here’s the first part of the press release on National CineMedia becoming the exclusive provider of Brand Experience Lab’s “human joystick” in-theater games. The games will become part of NCM’s FirstLook pre-show content package.
Centennial, CO and New York, NY – March 20, 2008 – National CineMedia and Brand Experience Lab have entered into an exclusive partnership to bring AudienceGame™ interactive gaming to the big screen. The new relationship provides for a test program to ensure seamless integration of the Brand Experience Lab proprietary gaming technology into National CineMedia’s FirstLook digital entertainment and advertising pre-feature program. If the pilot program is successful, a broader rollout into select theatres in the top 20 DMAs will be completed.
Brand Experience Lab’s AudienceGame is a kind of “advergame” which is played by theatre audiences moving together to act as a “human joystick” to control the gaming elements on the big screen. Brand Experience Lab has designed and produced custom cinema AudienceGames for clients including MSNBC.com in the USA and for Volvo in UK, receiving international acclaim and generating up to 70% unaided recall with audiences.
You can see an example of this in action here.
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