How do you bring a new automotive nameplate to a generation of digital natives that is connected, and lives and buys like no other? You do it in a smart, new, engaging way and enable consumers to author their own brand experience.
Beginning July 28th Mazda North American Operations (MNAO) will launch the 2011 MAZDA2 in North America with a branded social game on Facebook. Called DriverVille and created by Doner, the game showcases the MAZDA2, positioned as Zoom-Zoom Concentrated: compact and efficient, yet packed with style and substance. Built around the Zoom-Zoom Concentrated theme, DriverVille puts consumers in a virtual world to learn about and compete with the eco-friendly, fun-to-drive, five-door hatchback in a sweeping social adventure.
“The MAZDA2 is Zoom-Zoom in its most concentrated form. And DriverVille is where Your Inner Driver can learn about the MAZDA2 and connect with other inner drivers in the social space,” said Don Romano, president of Mazda Canada and chief marketing officer of MNAO.
At the heart of this campaign is a big idea: to follow “Your Inner Driver” to the all-new MAZDA2. “The Inner Driver is part of everyone that loves to drive, and Your Inner Driver wants a car with unique styling and the driving dynamics that only a MAZDA2 can deliver in this segment,” said Rob Strasberg, co-CEO and chief creative officer of Doner. “The launch of this car is all about creating high-engagement content that allows our target to take ownership of their Inner Driver thru the MAZDA2 and then share those deep experiences with their social networks and their world at-large.”
“Since young drivers already live on Facebook, the logical place to start was to develop a virtual world called DriverVille. There, they can experience the MAZDA2 through play, express themselves by pitting their unique Inner Drivers against others’ in all manner of entertaining ways, and then share the stories they’ve built,” said Justin Smith, executive VP-executive creative director-interactive of Doner. “Our brand socializing system radiates outward from DriverVille by distributing content through other social networks, live events, music, cinema, and content integration on leading video and passion point-oriented properties in gaming, music and fashion.”
DriverVille incorporates the best of classic “ville-style” Facebook games where all game activities can be shared with friends via the social network’s newsfeed. Players can customize their Your Inner Driver avatar to fit his or her driving personality and then play to win Driver Bucks virtual currency to buy virtual items as well as win weekly sweepstakes prizes. Among the challenges are mini-games like a race at Mazda Raceway and quests like acquiring snow tires, a snowboard and accessory roof rack in order to go snowboarding.
Various media channels will support The MAZDA2 launch and DriverVille game. In turn, the game will support other launch media, including: cinema/TV, online lifestyle/engagement sites, print, customer relationship marketing, a music tour and MazdaUSA.com.