Using motion sensors, cinema audiences became willing human joysticks, where their movements controlled the action in a game on the screen. The more they worked together, the better they handled the Volvo in the Cinema Driving Game. Living proof of Volvo's Global positioning: Life is better lived together.

12 cinemas across the UK were given the chance compete against each other. This live event made history being the first time cinemas had ever competed together anywhere in the world.

The enjoyable event generated incredible PR, prompting Brand Week magazine to name it one of the top creative ideas of 2007.

The event generated massive press interest. The event was featured in over 40 separate articles in press and online commending the world's first live interactive cinema gaming experience. This idea was showcased in the UK, and is now being considered by Volvo's Global Markets.