Mazda: Campus Joyride*

12 03 2007


Mazda Canada, in partnership with the agency Doner, Michigan, adopted a clever strategy to promote its 2007 Graduate program. The website, Campus Joyride, hosts a live video driving experience game that takes place across three Canadian university campuses.

Karbon Arc, Doner’s production arm, created the online game which incorporates real video footage in an interactive experience. To bring attention to the site the Ottawa based agency, Fuel Industries, developed a pre-game contest called the Mazda ‘Rocking Roll Call’ that allowed university and college bands to upload their tracks to the site.

The driving game pits university against university, and the leader board ranks the top Canadian schools. Together with fans, a panel of different judges including Doug Brod, editor of ‘Spin’ magazine and representatives of talent agency The Agency Group and the Gillett Entertainment Group in Toronto, voted for their favourite 25 bands and later narrowed them down to the last five. These are being used to create the soundtrack for the advergame, playing in rotation.

Students who register at Campus Joyride receive ballots every time they spot a Mazda during the virtual driving courses. One lucky winner will receive a 2007 Mazda 3 Sport.


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One response

19 03 2007
Ryan Anderson

Hey – thanks for the mention. Actually, Karbon Arc is Fuel’s production arm, not Doner’s – unless they defected without telling me.

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