Video: Chevy Volt multi-screen advertising campaign shown on Windows Phone 7, Xbox and MSN

Following this morning’s announcement here is a short overview video of Chevrolet’s multi-screen advertising campaign shown on the Xbox 360, Windows Phone 7, and MSN.

Check out this overview of Chevrolet’s partnership with Microsoft. The Chevrolet Volt will be a playable vehicle for the upcoming Xbox Kinect. The Volt will also be featured on the Windows Phone 7 and on MSN Autos.

Check out the video after the break to get a glimpse of the Windows Phone 7 application:

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Chevrolet and Microsoft announce multi-screen advertising campaing including Windows Phone 7 and Kinect for Xbox 360


Today at the 2010 Cannes Lions International Advertising Festival Chevrolet and Microsoft Advertising are announcing a multi-screen advertising campaign that incorportes Windows Phone 7 and the newly announced Kinect XBOX 360 controler to promote the Chevrolet Volt electric car launch later this year. I highly suggest you take a look at this document (PDF) detailing Microsoft’s advertising strategy. Check out the full Press Release below folowwed by a short video of the event after the break:

PARIS, REDMOND, Wash., and DETROIT – 22 June, 2010

Chevrolet and Microsoft Advertising demonstrated at the 2010 Cannes Lions International Advertising Festival today an example of the first multiscreen advertising campaign that incorporates Kinect for Xbox 360 as a way to promote the Chevrolet Volt electric car launch later this year. Formerly called “Project Natal,” Kinect for Xbox 360 delivers a whole new way to play, with controller-free games and entertainment. For advertisers, it provides an innovative way to connect with consumers by enabling them to physically explore and engage with a brand through voice and gesture.

When Kinect for Xbox 360 launches this fall, consumers will have the opportunity to take the test-drive concept to a new level by driving a Chevrolet Volt in “Kinect Joy Ride,” the first controller-free racing game from Microsoft Game Studios. After viewing the video advertisement in-dash on Xbox LIVE or on the Web, consumers will be able to unlock the Chevrolet Volt in “Kinect Joy Ride” to actually drive the car in the game.

Kinect for Xbox 360 opens a new world of controller-free games and entertainment. A special sensor recognizes players and responds to their movements and gestures. Kinect can also take pictures during gameplay, which players will be able to upload to their favorite social sites when the game ends.

“The Volt applies advanced environmental technology to give Chevrolet drivers freedom from the gas pump, making it one of the most exciting developments the automotive industry has seen in years,” said Jim Campbell, U.S. vice president, Chevrolet Marketing. “Our marketing campaign needs to reflect this. 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 that is essential to the customer’s purchasing decision.”

The demonstration of the potential Chevrolet Volt campaign shown at the Cannes Lions International Advertising Festival today illustrates a number of innovative ways that brands can connect with consumers through touch and gesture on the PC, TV and mobile device. One proof of concept being explored involves a mobile brand experience, in which consumers can add a local Chevrolet promotion event to their calendar to go test-drive a Volt or use voice-enabled search on Bing to find locations near them. Chevrolet will be the first auto marketer to incorporate a branded advertising experience for the new Windows Phone 7.

Another proof-of-concept technology being shown is Microsoft’s Pivot technology, a feature designed to provide consumers with a quick way to explore, organize and visualize large amounts of data and make it more useful. It works by utilizing Deep Zoom technology (built into Microsoft Silverlight), which manipulates a vast array of items at once, all in high resolution, allowing consumers to zoom in and out of content on the screen. For instance, consumers could zoom in to see a close-up of the Volt exterior and interior features without having to flip between pages.

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