Gamification Campaign to See Mazda Offering Unconventional Test Drives to Winners
As part of its target to drive growth by 20% in 2013, Mazda is gearing for the launch of its first gamification orientated experiential brand campaign this summer.
Gamification was a term coined to describe the use of a game approach in a non-game context to engage users, improve ROI and solve problems. Mazda's campaign will involve giving participants the chance to play and win "unconventional" Mazda test drives in exotic locations around the world - complimenting their "Defy Convention" brand strapline.
People will be able to play the game on their mobiles as well as at various websites hosting the activity, all linked by digital content.
Alongside its existing "Gourmet Drives" campaign where Mazda hosts 'drive-outs' to locations with unusual approaches to food, such as Heston Blumenthal's restaurant, the car manufacturer will now be offering more than 600 UK-based unconventional test drives for thrill seekers.
Mazda UK Marketing Director, Claire Andrews, commented on the new initiative: "[Defy Convention] has been our brand proposition since about two years ago and we've been building on it since then. It's really the essence of what Mazda is about. [The experiential activity] is to communicate at that brand level so people can experience our brand as well as our cars."