Waze App's Clever Advertising in Voice Commands

Waze app announced that users can set their directions to be delivered by actor Morgan Freeman. The app's tie in to actors and characters, such as Darth Vader, Arnold Schwarzenegger, and now Morgan Freeman is a clever way to advertise for the upcoming films while keeping the users engaged and entertained. Morgan Freeman's voice is used to promote the movie London Has Fallen, with commands like:

•  “Accident reported ahead. I’ll get a line to emergency command.”
  
•  “The time has arrived, President Wazer. The world awaits your commands.”
  
• “The American people are counting on you… to drive. Let’s go.”
• “You’ve arrived. It’s been my honor and duty to see you through this mission.”

The voice commands are a way to incorporate gamification into the app, as each turn by turn direction is more like an effort to complete a mission rather than normal driving. This is a great example of a way for developers to monetize and include sponsorship opportunities directly into the functionality of the app. What do you think of this type of advertising?