Zoom-Zoom Evolved: Mazda Takes Consumers on Futuristic Thrill Ride
Mazda Canada Launches Alternate Reality Game "33 Keys" - Gives Players a Chance to win a 2010 MAZDA3.
Time travel, secret police, underground rebellions and an evil empire hell-bent on enslaving mankind to a lifetime of conformity. While it may sound like the ingredients to this summer's latest blockbuster, it's actually the plot line from 33 Keys, an Alternate Reality Game (ARG) being launched in Quebec this week by Mazda Canada to support the launch of the 2010 MAZDA3.
33 Keys will challenge Quebecers to immerse themselves in a real-life, futuristic adventure featuring a cast of colourful heroes in their struggle to save mankind from the clutches of a domineering organization known as La Croix Verte. Players will engage in a series of real-life missions including heart-pounding challenges and intensive problem solving with the goal of finding 33 keys hidden across Quebec, one of which will unlock The Essence, a custom-designed 2010 MAZDA3 that will also go to the winner of the contest on May 18, 2009.
"33 Keys provides an opportunity for us to interact with consumers on an unprecedented level including social media, television road block (Zapper Trapper), outdoor and event stunts. We look forward to taking them on a once in a lifetime adventure" said Mike Collinson, Marketing Director of MAZDA Canada. "We're really excited about the launch of the 2010 MAZDA 3 and want to share that excitement with Canadians. Given our stronghold in Quebec, we felt it was the ideal market to launch our Alternate Reality Game in order to reward and engage with our loyal customer base in that province."
The game, which is scheduled to run for a period of four weeks, will take place across multiple platforms including television, radio, online and out of home advertising. Beginning April 20th, players will be able to keep track of the game through clues and challenges communicated via the various platforms including an online resource called REPERIO (www.reperio.ca). Popular Quebec-based media personalities such as Marie-Claude Perron of Musique Plus and Dominic Arpin have also been enlisted to actively participate in the storyline. 33 Keys was conceived and developed by Doner, Mazda Canada's advertising agency. Doner Canada selected Astral Media Mix as the media partner of choice to help bring this innovative project to life because the quality of their media platforms was a perfect fit for this innovative project. Also, 1976 Productions assisted in the production of the campaign.
"33 Keys presents an opportunity for Mazda fans to take part in a highly interactive game that will meld an intricate storyline with real-life interaction," said Dave Carey, Senior Vice President, Account Director at Doner Canada. "The concept for the ARG was born out of our deep understanding of the MAZDA 3 consumer, and we put a tremendous amount of thought into its development to ensure players are treated to a world-class experience. We can't wait to see how the story will unfold."
Mazda chose Quebec as the target market for the ARG launch as a result of its rich media environment, which makes it the ideal setting for an integrated campaign. Mazda also has a strong brand presence in the province, a result of the company's reputation for uncompromising quality and outstanding value. In 2008, Quebec accounted for 43% of Mazda sales in Canada.
ARGs have become increasingly popular with North Americans over the past several years. These games are unique in that it combines fictional storylines with real-life platforms, often leveraging both traditional and online media. Players can have a significant impact on the manner in which the ARG unfolds - a testament to the game's high level of interaction.