Advertising has never felt so real.
Late last year, the Cineplex at Yonge-Dundas became Canada’s first 4DX movie auditorium. The Cineplex website describes 4DX as "a new, state-of-the-art, cinematic technology that physically immerses the viewer into the film. It uses motion-based seating that is expertly synchronized to the screen, along with captivating effects such as: water, rain, fog, snow, and lightning."
The seats vibrate and swerve making you wonder if there would ever be a good time to take a sip of your over-sized fountain drink.
“I love the fact that it sort of envelops you,” said Dan McGrath, chief operating officer of Cineplex Entertainment. “Most people don’t ever get to experience this kind of thing unless you go to Disneyworld or you go to Universal Studios."
The technology is particularly well-suited for action scenes involving fast movements like car chases and films with extreme weather.
Last April, Audi Canada was the first company to release a 4DX commercial. This 4DX-enabled version of "Pure Imagination" is an ad for its A5 2017 mid-size coupe.
“The campaign tag for the A5 is actually, ‘If AI could dream, it would dream the car we’ve just made,’ which is very similar to our goal at Audi, which is to make that connection of emotion on one side, and technology and innovation on the other side,” Christian Schueller, Audi Canada’s director of marketing and digital innovation.
“Innovation has been our key element from the company’s very beginning: emerging with new inventions that are always pushing the boundaries of what’s possible,” Schueller says. “You’re always trying to make things better, or invent new things, re-inventing yourself along the way.”
As you watch the ad, you feel the wind on your face as well as smells from the passing scenery. Your chair veers and shifts to go with the action. You can even feel Audi’s heartbeat-like sound logo at the end of the ad through the vibrations in your chair. Hopefully, now you'll want to go out and try the real thing.
Below is the ad. Unfortunately, you'll have to imagine the wind in your hair, or eyebrows. On the bright side, you'll stay dry. Enjoy!
How can you immerse your customer into more of an emotional experience in your advertising?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner