Doner Media

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.

Click here for more from the press release and for a direct link to the game.

Co-CEO, Chief Creative Officer: Rob Strasberg
Executive Creative Director Interactive: Justin Smith
Executive Creative Director: Steve Chavez
Associate Creative Director: Jason Jakubiak
Contributing Art Directors: Samuel Conant, David Wysocki, Cristina D’Aristotile
Contributing Writers: Lori Bender, Lukasz Sokolewicz
User Experience: Andrew Heaton
Production Company: FRIMA
Account Director: Kerrin Kramer
VP, Group Account Director: Dan Keefe
Account Director: Katrina Fraze 
SVP, Integrated Production: Kurt Kulas
Account Manager: Peter Corsello
Senior Business Manager: Jeanne Webber
VP, Director of Digital Project Management: John Hoinville 
Production Operations Manager: Amy Swain
Digital Strategist: Rachel Leith 
SVP, Director of Operations SVP, Director of Operations: Ann Wood

We have collaborated on a masthead takeover interactive banner that gives MySpace visitors five free downloads from a Mazda-curated list of seven emerging, unsigned bands. The interactive banner operates like a web music-online app and will run on the MySpace homepage all day on March 23.  It not only rewards music lovers with free music but also provides coveted mass exposure for seven unsigned artists. The target is young and trendsetting, but they’re growing up, telling the world they’ve arrived (that’s why they didn’t buy Corolla or Civic). Since these young trendsetters choose their car as much on the sound system as the style and driving features, the banner reinforces the Mazda3’s why buy: a 10-speaker Bose audio system that plays MP3s.

Click here for more from Brandweek

To launch the 2010 MAZDA3 into Canada’s Quebec province amid the worst car market in history, we needed to build awareness and buzz around the launch and show the young Quebecois that Mazda “gets” them. Young Quebec drivers ages 18 to 34 are among the most marketed-to consumers and are cynical about advertising messages but embrace social media.  So we created an Alternate Reality Game to take them on a virtual thrill ride that began on April 20 with a multi-station roadblock at 9:58PM with a mysterious pirated message from a young woman pleading for help to save the future.  We led viewers through a series of puzzles, code tasks and live hunts for 33 keys to recover the Essence (the car as hero). Clues and dead ends were set across the province using billboards, streaming video, guerilla placements, a fake TV show hijacked for the game, mobile, radio, TV roadblocks, social media and live events, all leading up to a final moment where one of the 33 keys would start the custom 2010 Mazda3 and save the future.

Chief Creative Officer: Rob Strasberg
Interactive Executive Creative Director: Justin Smith
Executive Creative Director: Steve Chavez
Associate Creative Directors: Jason Jakubiak
Vice President, Creative Directors: Mark Gray & Dan Willey
Senior Art Director:  Jim Ward
Art Directors: Dave Wysocki & Travis Brevard
Additional Writing Credits: Roe Laophermsook & Lukasz Sokolewicz
Technology: Rebecca Krug & Scott Faculak
Production: Laura Squillace, Sheldon Cohn & Adam Simmons
Senior Vice President, Associate Director of Broadcast: Kurt Kulas
Production: 1976 Productions/Stéphane Raymond (and team)
Technology: Don Behm
Associate Media Director: Kyle Lin
National Account Supervisor: Kathryn Long

Download – Video (Arg)
Download – Video (Unifos)
Download – Video (TV Spot 1)
Download – Video (TV Spot 2)
Download – Video (TV Spot 3)
Download – Video (TV Spot 4)
Download – Image (Car)
Download – Image (Email)
Download – Image (Graffiti)
Download – Image (Graphs)
Download – Image (Key Tube)
Download – Image (Key Winners)
Download – Image (MCP Billboards)
Download – Image (Unifos)
Download – PDF (Location Sticker)
Download – PDF (Pre Promo Card)
Download – Logos
Download – Radio

Mazda launches their all-new 2010 MAZDA3 in their 60 second cinema spot titled, “Territory”. In this spot, an iconic brand flag is used by new MAZDA3 owners as they lay claim to particularly fun-to-drive stretches of road. At the same time, Mazda pledges its commitment to providing Zoom-Zoom. Forever.

 

Spot credits:
Chief Creative Officer: Rob Strasberg
Executive Creative Director: Steve Chavez
Vice President, Creative Directors: Mark Gray & Dan Willey
Art Directors: Mark Gray & Dan Willey
Copywriter: Jim Amicucci
Production: Kurt Kulas
Senior Vice President, Associate Director of Broadcast: Kurt Kulas
Production: Arcade and RingSide Creative

Download Territory