The Week: Advertising News - Cinema push for Volvo XC70

Volvo is launching an interactive cinema gaming campaign to promote the Volvo XC70.

Cinema audiences will act as human joysticks, waving their arms in the air to guide the all-wheel-drive estate car and collect various items and passengers along the way. The campaign breaks on 13 October in 12 Cineworld cinemas. It was developed by Carlton Screen Advertising and was booked through MindShare.