Mazda wants to get consumers thinking about its “Zoom-Zoom” tagline. It’s launching a new integrated campaign with an online photo contest at its center.
The offline media buy consists of print ad sections in nine Conde Nast publications. The 12-page supplement in GQ, Details, House & Garden, Wired and other magazines introduce the contest, directing readers to a Conde Nast custom microsite, where they’re are asked to submit photographs that interpret the “Zoom-Zoom” brand slogan.
“The Conde Nast Media Group is thrilled to be working with Mazda for the first time on an integrated marketing program of this size and scope,” said Richard Beckman, president of the Conde Nast Media Group. “This is a great example of our ability to create innovative programs that connect consumers with a company’s brand philosophy.”
The grand-prize winner gets a 2005 Mazda vehicle; second prize is an adventure trip for four; and three third prize winners receive digital cameras.
In addition to contest rules and details, the microsite contains tips to improve photography skills and a gallery of photos the company believes embody the “joyful expression of motion.”
“The feeling you get when you’re free to move — the exhilaration, the joy, the laughter: that’s Zoom-Zoom,” says site copy. “What’s your Zoom-Zoom? Capture the emotion of motion in a photo and you’ll have a chance at winning your very own Mazca.”
Mazda’s original “Zoom-Zoom” campaign launched in the summer of 2000.
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