Chevrolet is launching a campaign via the Xbox 360 which will allow users to test-drive the new Chevrolet Volt electric car in the Kinect Joy Ride advergame.

The controller-free Kinect for Xbox has a special sensor which recognizes players and responds to their movements and gestures. Kinect Joy Ride is Microsoft’s first controller-free racing game.

An ad for the Volt runs before the game can be played.

The Volt uses advanced technology to give Chevrolet drivers "freedom from the gas pump," says Jim Campbell, U.S. vp of Chevrolet Marketing. Chevrolet chose the Kinect game as a way to bring the excitement of that freedom to the living room of consumers, he says, adding, "It's a way for us to replicate the experience of physically engaging with a product that is essential to the customer’s purchasing decision."

Chevrolet also plans to set up Kinect kiosks at Chevrolet promotional events and showrooms, so that car buyers can play Kinect Joy Ride, MediaBuyerPlanner reports.

Not a First for Microsoft

Microsoft has teamed with other marketers for advergaming in the past, including a partnership with Burger King in 2006 for three Xbox games. Rumors have it Burger King will use Kinect, as well, later this year, writes Fast Company.

VW Raced to iPhone

The Volt campaign follows last year's initiative by Volkswagen for its 2010 Volkswagen GTI. The car manufacturer not only introduced a free racing app for the iPhone, called 'Real Racing GTI, it also limited its marketing to just that app. The app put players on the fictional Mayapan Beach racetrack that was tied to a contest in which registered players could win one of six limited-edition GTIs.

Other features of the Firemint-produced app enabled users to post racing times to Twitter, add results to Facebook, or rip a video of the race to YouTube.