Chevrolet to Promote the Volt through Kinect for Xbox 360

At the 2010 Cannes Lions International Advertising Festival today, Chevrolet and Microsoft Advertising demonstrated an example of the first multiscreen advertising campaign that incorporates Kinect for Xbox 360 as a way to promote the Volt when it launches later this year.

"The Volt applies advanced environmental technology," said Jim Campbell, U.S. vice president, Chevrolet Marketing, adding that the "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."

Thanks to the Kinect for Xbox 360, consumers will be able to test drive the Volt in "Kinect Joy Ride," the first controller-free racing game from Microsoft Game Studios.

Moreover, there is also a special sensor that 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.

"Chevrolet Volt is not only offering a new way for car buyers to interact with and learn about a vehicle before heading to the dealership," said Darren Huston, corporate vice president of the Global Consumer & Online group at Microsoft, in a release. "It's enabling people to virtually test drive the Volt from the comfort of their own living room."

Chevrolet's multiscreen ad campaign will start this summer, with the first ads to be unveiled in the U.S. across MSN and MSN Autos, Xbox LIVE and a custom Chevrolet advertising microsite followed by the mobile and Surface integrations.