True Mass Integrated Brand Advertising Experience

MSNBC.com Newbreaker Experience. Here's a piece of brand advertising that's an interactive game that's played by a packed cinema audience invented by Brand Experience Lab. It's a genius idea. This is true interactive (branded advertising) entertainment. I'm certain this has drawn people to the cinema just for this experience and not just the film. This is clearly a fun future form of a 'conversation with the consumer' and it has so many exciting imaginative possibilities. Going to the cinema (to any mass public big screen event - concerts, ice hockey, World Cup football in public squares) and enjoying the bonding as an audience (and playing another audience in different cinema = maybe see each other?) then enjoying a movie then spreading the WOM...and don't forget the lucky brand...I want to play it!

UPDATE Ilya at the Advertising Lab (MIT) blog has interesting theory about the whole practical concept too.