Mazda Fast Lane

Client: Mazda Canada
Agency: JWT
Campaign: 2014 Mazda3 Launch


“Mazda Fast Lane” was the world’s first multi-cinema driving simulation game. The mobile experience utilized smartphones’ accelerometers and the Cineplex TimePlay app, which let audiences play interactive games in the pre-film segment. Typically, this has included trivia-style button clicking games. In “Fast Lane”, movie-goers competed against each other and a real-time leaderboard tracks their progress on screen. Participants could win concession products just for playing and those who win are entered into a draw for a free movie night. Participants are also able to request a test drive directly from the app, which sends their contact information to Mazda dealers who follow up. The game garnered the highest activation rate (27% overall) of any Cineplex in-cinema experience to date, increasing social conversation by 266%. It also translated into 8,809 test drive requests—so many that it overwhelmed the Mazda dealer network.


AToMiC Awards: Silver (Collaboration), Silver (Best Tech Breakthrough)
Marketing Magazine Awards: Apps/Mobile, Games
Cannes Lion: Nominee (Innovative Use of Technology)