The game was placed before the big 3D blockbusters of 2009 and ran within the movie trailers, away from commercial advertising – something that no UK advertiser had done before.It started with the captain announcing that the ‘splorg’ shaft had come off The Starship O2. He asked the audience to help him navigate the ship out of an asteroid field by waving their hands to the left or to the right as asteroids flew out of the cinema screen towards their heads in 3D. We worked with multiple agencies and games designers across Europe to create the game. Infrared sensors in the ceiling calibrated to the audience’s movements whether there was one person or one hundred people in the auditorium making every game experience different. Families were prepped for their involvement by foyer takeovers featuring interactive floor media games projected from the ceiling.

The game ran in 20 flagship cinemas in Ice Age, Toy Story, Up and G-Force delivering 700,000 family gamers. Research showed 76% liked/loved the game. WOM was strong with families telling us they would inform 2,450,000 friends about their experience. Nearly twice as many said they would be likely to switch to O2 versus control (58% vs. 33%). The key metric for success “O2 helps families stay better connected” grew to 80% vs. 42% previously. The increase in consideration among the family segment contributed to a stretch in O2’s overall lead amongst its competitors from 3 to 9 points.