digital, agencies, life, and other stuff

How to get a group of cynical ad industry people to have fun!

Posted by Lee on October 23, 2008

This video was taken at the 2008 Cannes Lions Advertising Festival, and yes, all those enthusiastic participants are international advertising industry people – a tough audience to crack!

AudienceGames is the brainchild of David Polinchok and the team at Brand Experience Lab in New York.

In 2007 they designed and produced this for msnbc.com, in partnership with SS+K for a Volvo campaign. Launched in a number of cinemas in the UK and USA, the campaign generated 33 million media impressions from the one day event!

The campaign has been internationally acclaimed by the industry, picking up 2 Gold Pencils at the 2008 One Show Interactive Awards, a Bronze Lion at Cannes, and named as one of the ‘best Marketing Ideas in the World’ by BrandWeek magazine.

To find out more and see an explanation video,

Find out more about what other brands  have been using AudienceGames, and Brand Experience Lab’s take on this new group social, experiential medium.


3 Responses to “How to get a group of cynical ad industry people to have fun!”

  1. You know you are doing well with the international advertising types if you can get them to take off their sunnies – let alone get involved in audience participation! What a fantastic idea. Does anyone know how this technology has been applied for other concepts besides the “Volvo” campaign?

  2. stealthman said

    Hi Claire,
    The BEL team in New York and AudienceGames have also been involved with Orange (mobile telco in UK) for the Orange RockCorp gig at the Royal Albert Hall. More details on the Orange RockCorp project can be found @ http://www.orangerockcorps.co.uk

  3. Thanks!

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