Mazda and JWT Canada turned a couple of Canadian movie theaters into an interactive experience when they invited moviegoers to use their phones to drive an onscreen car before the film started. Working together, the theatergoers had to accelerate the onscreen hero car to try to get it to win a race.
Says JWT creative director Brent Choi, "We couldn't give everyone their own car to drive, and we had to find a way to make a collaborative experience competitive. We wanted to keep people focused on screen."
Read more here on Fast Company's Co.Create.