Chevrolet will kick-start a digital campaign to promote its new electric vehicle by prompting users to take a virtual test drive on the Microsoft Kinect games console.
Kinect Joy Ride is the first in-game ad campaign launched on Microsoft's Kinect console, a motion-sensitive console similar to the Nintendo Wii.
From this autumn, Chevrolet will use the Kinect platform to let users experiment with the Volt's features after viewing an online video ad for the model on the Xbox Live portal.
Jim Campbell, Chevrolet's US VP of marketing, said, "Kinect allows us to bring the excitement of the showroom to the living rooms of our customers. It's a way for us to replicate the experience of physically engaging with a product, which is essential to the customer's purchasing decision."
The integrated campaign also allows consumers to book a physical test drive for the vehicle at local dealerships using the Microsoft Bing search engine.
Both companies previewed the campaign at the Cannes Lions International Advertising Festival and said they were finalising plans to introduce Kinect kiosks at Chevrolet's promotional events and dealerships.
Return to marketing news headlines
View Marketing News Archive