We launched the 2010 MAZDA3 in Quebec during one of the worst car markets in history in an unconventional way that engaged our audience and created a lasting brand impression.

In order to successfully launch the 2010 MAZDA3 in Quebec, we had to make sure there was enough disruption to build awareness and show our millennial audience that there was a MAZDA for them. We partnered with 1976 Productions to create an Alternate Reality Game to immerse our players into a story they can participate with, and show them the new MAZDA3 along the way.

During the spring of 2009 we aired a seemingly pirated message with a roadblock buy across several stations in Quebec. Our message featured a young woman pleading for help with a hint on how viewers could get started. This initial message sparked a brush fire that immersed players into a storyline containing puzzles and activities that led them through a real-time hunt for 33 keys that could unlock the new MAZDA3. We planted hints, clues and dead-ends across integrated channels including mobile, radio, TV, digital/social, outdoor, streaming video, guerrilla marketing and live events that all lead up to a conclusive moment where one of the 33 keys would unlock a new 2010 MAZDA3 and ultimately save the future.

RESULTS

All in all, 20,000 players had some form of of interaction with the game and joined the “revolution” whose goal was to find a soul, with the help of an artificial intelligence named Reperio. According to official numbers, over 13% of the 20,000 players were active throughout the game play.
2010 SAMMY Award