Sprint and T-Mobile join Chevrolet in using Microsoft's innovative new Kinect controller to advertise to gamers in innovative new ways.

When Kinect Joy Ride launches in November, players will be able to test-drive Chevrolet vehicles in the game. Along with the Chevrolet Volt, revealed back in June, watching an in-dash video advertisement will unlock Chevrolet Cruze, Camaro, and Corvettes for Joy Ride.


Now Sprint and T-Mobile join the line-up of Kinect advertising partners. Sprint is sponsoring the launch of Kinect Adventures, with a co-branded experience on Xbox Live and a contest where players can get their pictures featured on the service.

T-Mobile aligns itself with Kinect Sports, which will sport product placement on everything from volleyball nets to bowling balls. The company will also sponsor various Play & Win contests during the launch.

From the official press release:

"With Kinect for Xbox 360, we are removing the last barrier to interactive television - the controller," said Mark Kroese, general manager of the Interactive Entertainment Advertising Business Group at Microsoft. "We have seen tremendous momentum from the advertising community, including big campaigns from Chevrolet, Sprint and T-Mobile. These visionary marketers are leading the entertainment revolution with ground-breaking campaigns that are highly engaging."


Now that the last barrier to interactive television is being removed, gamers can get closer to advertising than ever before. Isn't technology wonderful?