August 2005 - Spain

Chesterfield is a brand closely connected to the music world and to a young image. For this reason, the brand is a sponsor of the most important music festivals in Spain, like the Festival Viña Rock in Albacete, Festimad and MetroRock (both in Madrid). Within its car-shaped tent, the company offers different recreational activities in order to attract the public and promote its products.

Through the agency First Group, the well-known tobacco firm asked SIA Interactive to develop a game that would emphasize the key symbols and elements associated with the Old West that characterize the brand. With this in mind, SIA presented a 3D car race in the desert that uses the innovative technology SIA-Cameraction. Participants must move their arms as fast as they can as if they were driving a car. A camera in front of them captures and processes the speed of their movements, making their Ford Galaxy ´62 advance towards the finish line.

The game was truly innovative and participants were astounded to see how the cars advance on screen when they moved their arms. The effectiveness of the solution was clear from the significant number of participants at all of the festivals where the game was offered.

“People really had fun with this game. It is very creative and that is just what we wanted for our tent. Once again, we thank SIA Interactive for the solution they implemented”.

Andrés Otero
First Group