7/3/2009 2:33:00 PM
O2 continues family focus with interactive cinema partnership
O2 is launching a 3D interactive ‘game’ in partnership with Pearl and Dean, in another move aimed at the family market.
The objective of the game, Asteroid Storm, is to allow cinema audiences to control the direction of a ‘starship’ by putting their hands in the air and steering it out of danger.
It is the first interactive 3D game for cinema audiences in the UK and will be launched on 10 July in 20 Vue cinemas across the country.
O2’s head of campaigns, Richard Murfitt, said: ‘A family trip to the cinema can often be seen as an adventure in itself. We wanted to take this idea one step further and put families into the heart of the action on the big-screen. Our interactive 3D game does just that – taking them on a first of its kind cinema experience that they can control.’
O2’s current family marketing campaign also includes promotion of the Joggler and family bolt-on package.