Lights, camera…water spray? Xbox is set to launch the UK’s first 4DX-enabled cinema ad this weekend, promising a more involving experience than traditional big screen advertising.
To promote the release of car racing game Forza Horizon 3, the ad will stimulate the senses by jiggling seats and blowing gusts of wind, fog, sprays of water, and even scents at the audience.
The 60-second spot, created by McCann London and CRAFT, showcases footage of the video game on screen while 4DX technology gives cinema-goers a very literal blast in the face.
4DX is currently available exclusively across six Cineworld cinema sites and the enhanced version of the ad will run on 4DX enabled screens in the Gold Spot premium position at Crawley, Glasgow, Ipswich, Milton Keynes, Sheffield and Stevenage.
The campaign was devised and implemented by Empower Media, a division of Dentsu Aegis Network, with Digital Cinema Media, and will run during The Magnificent Seven, Ben-Hur and Suicide Squad among others. A 2D version of the creative will also air on non-4DX enabled screens for the entire campaign period of four weeks.
“When 4DX first launched in cinemas in the UK last year, it opened a whole new world of possibilities for brands advertising in the space” said Karen Stacey, CEO, Digital Cinema Media.
“DCM is now proud to have worked with our partners to bring this superb innovation to the ad reel and Forza Horizon is the perfect fit for the technology.”
Jon Edney, Senior Category Manager, Xbox UK added: “We are extremely excited to be pioneering this thrilling piece of technology.
“The 4DX element takes the cinematic experience to a whole new dimension and truly brings our trailer to life.”
