View Larger Image2010 Mazda3 "33 Keys" Alternate Reality Game 
By Doner
We needed to launch the 2010 MAZDA3 into Canada's Quebec province amid the worst car market in history.
To build awareness and buzz around the 2010 MAZDA3 launch and show the Quebecois that Mazda "gets" them, we targeted young Quebec drivers ages 18 to 34 who are among the most marketed-to consumers and are cynical about advertising messages but embrace social media.
We created an Alternate Reality Game to take drivers on a virtual thrill ride to rescue a woman who came back from the future to save the future. Players were led through a series of puzzles, code tasks and live hunts for 33 keys to recover the Essence (the car as hero). In addition to setting clues and dead ends with various traditional media, game characters used Twitter, Facebook, Qik and live events to engage players toward a final moment where one of the 33 keys would start the car and save the future. Consumers took over the game and some worked in teams to share clues and speculate about the game.
Tens of thousands of players jumped onboard the game within days. Within four months of the integrated campaign launch Quebec sales jumped 30% versus a year ago.
April 13, 2009 - May 18, 2009
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I think the game is pretty neat...but...
Reviewed September 3, 2009 by TJ
I think the game is pretty neat...but I'm wondering if you're in the right groundswell category. There doesn't appear to be any company-to-consumer conversation as a result.
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Interesting that for this particular...
Reviewed September 2, 2009 by Geoff Anderson
Interesting that for this particular market you chose to do this in English and not in French or at least Bilingual?
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