Xbox airs first 4DX cinema ad in Western Europe

    Author DCM

Digital Cinema Media worked with McCann, Xbox and a host of other parties to bring the first 4DX ad campaign to cinemas in September which allowed cinemagoers to experience the multi-sensory technology at several Cineworld sites for video game Forza Horizon 3.

The immersive execution incorporated hi-tech motion seats and special effects including water sprays, gusts of air, fog and strobe lighting, which all work in harmony with the action on-screen to immerse audiences and blur the lines between Forza and the real world.

The high-octane 60-second spot, created by McCann London and CRAFT, McCann Worldgroup’s production agency, showcased footage of the video game on the big screen while 4DX technology gave cinemagoers the impression that they were in the driving seat.

4DX is currently available exclusively across six Cineworld cinema sites and the enhanced version of the ad ran on 4DX enabled screens in the Gold Spot premium position at Crawley, Glasgow, Ipswich, Milton Keynes, Sheffield and Stevenage.

The campaign was devised and implemented by Empower Media, a division of Dentsu Aegis Network, with DCM, and was aired before showings of The Magnificent Seven, Ben-Hur and Suicide Squad among others. A 2D version of the creative was also shown on non-4DX enabled screens for the entire campaign period of four weeks.

The technology was an ideal fit for Xbox and a game such as Forza Horizon and cinemagoers enjoyed experiencing 4DX for the first time as the campaign launched.