Mazda is giving away a $15,000 car on Foursquare in the largest single prize yet on the geo-social platform. The “Inner Driver Challenge” campaign will feature soul singer Mayer Hawthorne’s tour locations and end Dec. 7.
Foursquare users can check in at Hawthorne’s concerts in 16 major cities to unlock up to three custom badges for the effort, which will promote the Japanese automaker’s 2011 Mazda2 hatchback car. The badges are called the “Style Guru,” “Button Masher,” and “Beat Junkie.” Once users of the geo-social platform follow Mazda on Foursquare and then unlock two of the three badges, they will be entered into the contest with a chance to win the vehicle.
The initiative was spearheaded by Federated Media, a San Francisco-based ad network that has a history of connecting big brands with social media platforms.
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