Cenovis create Australian Interactive Cinema First.

Cenovis and Val Morgan create Australian cinema first with Interactive Game on the big screen

Cenovis partnered with Val Morgan to create an Australian cinema first, bringing an exciting interactive cinema pre-show game to audiences during the winter school holidays.

The interactive game which use kinetic technology was developed by Captiv8 and is brought to life on the best screen possible, the cinema screen, through a partnership with Cenovis, ZenithOptimedia, Newcast, Val Morgan and Hoyts.

Using motion capture technology specifically designed for the cinema, the audience become the controllers and move the Cenovis twins, Sally and Sammy through their on screen adventure in Yummo Land. By waving left to right, the audience guide Sammy and Sally along the path avoiding the candy rocks and picking up delicious fruit, vegetables and meat to score points, and ensure they have a safe journey. Running for approximately 2 minutes, the Cenovis interactive game ends with a call to action to download the mobile version of the interactive game from the App Store or Google Play.

Cenovis developed the new Yummo Adventures app as a tool for parents to help teach their kids the importance of good nutrition and a well-balanced diet. The interactive cinema game was the perfect opportunity to bring to life the Yummo Adventures characters on the big screen and a great way to engage directly with our target audience to drive app download - Mike Abbott, Head of Marketing at Sanofi Consumer Healthcare.

The winter school holidays provide an ideal opportunity for us to reach a target of parents, with cinema creating an attentive and anticipatory mind-set. The interactive game, a cinema first in Australia, leverages this environment to create an open, entertaining and memorable engagement between brand and consumer - Matt Turl, Group Business Director at ZenithOptimedia.

Alongside the interactive ad, this fully integrated national campaign uses multiple in cinema touch points, including a 3D upgrade of the Cenovis commercial and Cenovis branded 3D glasses which are distributed on entry to the cinema along with collectable magnets.

The interactive ad was developed from the Cenovis iPad app and Google Play.

LINK:	http://www.valmorgan.com.au/news-events/news/cenovis-create-australian...
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