As technology and our interaction with it evolves, so too does the advertising that permeates it. Chevrolet will demonstrate that phenomenon as they become the first to adapt Microsoft’s Kinect controller-free system for the Xbox 360 to advertise the upcoming Chevrolet Volt.
“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, GM’s U.S. vice president of 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.”
If you recall from the reveal, Kinect’s sensors watch you as you move and tailor the on-screen image to react as if you were walking around an object, looking at it up close or even interacting with it. One of the first applications is called Kinetic Joy Ride and allows you to perform a virtual test drive, all without a controller in your hands. That’s where the Chevrolet Volt comes in.
Consumers will be able to learn about the Volt through an interactive advertisement both online and on Xbox Live. After watching the ad, they’ll be able to unlock the car in Kinect Joy Ride and take it for a virtual drive. Chevrolet and Microsoft are exploring future ways to interact with the Volt and other products using Kinect, such as a feature that could allow you to zoom in on a specific feature to get more information rather than click through to another page.
Kinect debuts for Xbox 360 later this fall, shortly before the Volt’s expected release date.
Source: GM, Microsoft