Mazda promotes 6th generation with UK-wide 'World’s Most Unconventional Test Drive' experiential campaign
To celebrate its 6th generation range Mazda, inspired by the brand’s tagline Defy Convention, has launched a campaign gamifying the test drive experience and celebrating the world’s most adventurous drives.
The game – available online and in showrooms – encourages participants to think differently about test drive experiences and offers prizes including trips to Italy, the Norwegian Fjords and LA. As the brand’s first foray into digital gaming prizes also include test drive experiences at world class track circuits across the UK.
Drawing inspiration from ‘grabber’ games the campaign centres on high performance driving.
Of the campaign, Mazda UK marketing director, Claire Andrews, said: “Test drives are often in danger of being run of the mill trips, and as this just didn’t fit with Mazda and what our models offer in terms of driving experience, we decided to introduce a fun game into the mix. This is one of our most exciting campaigns to date, and Mazda’s investment in terms of resource and new technologies is testament to the importance it places on engaging with our target community on the platforms they are using.”
Players are able to enter the competition online, via mobile or in showrooms across the UK, selecting coloured balls using the virtual grabber in the hope of winning a test drive experience. The campaign aims to celebrate the handling and performance of the new 6th generation range whilst still in keeping with the sporty and distinctive exterior of the model.
“We wanted to deliver a campaign that matched the passion and enthusiasm that our customers have for the brand, and incentivise those who may not have previously thought of test driving a Mazda,” added Andrews.