Mazda North American Operations is out with a new sweepstakes that drives consumers to an online globe to search for the hidden location of on of its cars and a chance to win a vehicle.
The sweeps uses Google Earth’s online maps and satellite imagery tools to aid participants to locate the 2007 Mazda CX-7. Consumers have until June 27 to enter the Mazda CX-7 Earth Search Sweepstakes at Neversawitcoming.com.
To play, consumers view a short video at the Web site that includes a hidden clue to the SUVs whereabouts. Consumers use Google Earth to navigate to the area marked by a Mazda sweepstakes entry icon which participants click on to enter to win.
“This multi-tiered campaign is a great example of how Mazda has gone beyond basic marketing tactics to embrace emerging technologies in communicating to consumers,” said Brian Colianni, senior VP-sales and marketing, Mazda in a statement. “The Mazda CX-7 Earth Search Sweepstakes utilizes cutting edge technology to create a relevant and entertaining online experience for participants of the sweepstakes, an experience that we think will resonate with our target.”
The game also includes a 3-D interactive tour of the SUV to highlight its interior, exterior and design features.
The grand-prize winner gets the keys to the new SUV while two first-prize winners will receive an Apple PowerBook. Three second-prize winners get a Magellan Roadmate 800 Navigation System.
The sweeps was developed collaboratively by Southfield, MI-based Doner, Mazda’s AOR; Reston, VA-based Proxicom and Sarkissian Mason, as part of Mazda’s launch campaign for the vehicle.
Print, online and search engine marketing components drive traffic to the site.
Irvine, CA-based Mazda is a subsidiary of Ford. It oversees the sales, marketing, parts and customer service support of Mazda vehicles in the U.S., Canada and Mexico through nearly 900 dealers.
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