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.
Through FirstLook, the Lobby Entertainment Network (LEN) and other promotional products, National CineMedia provides advertisers with bundled offerings of on-screen and lobby marketing products that provide multiple ways to interact with theatre patrons.