News

Mazda Canada Launches Alternate Reality Game "33 Keys" - Gives Players a
    Chance to win a 2010 MAZDA3.TORONTO, April 21 /CNW/ - Time travel, secret police, underground
rebellions and an evil empire hell-bent on enslaving mankind to a lifetime of
conformity. While it may sound like the ingredients to this summer's latest
blockbuster, it's actually the plot line from 33 Keys, an Alternate Reality
Game (ARG) being launched in Quebec this week by Mazda Canada to support the
launch of the 2010 MAZDA3.
    33 Keys will challenge Quebecers to immerse themselves in a real-life,
futuristic adventure featuring a cast of colourful heroes in their struggle to
save mankind from the clutches of a domineering organization known as La Croix
Verte. Players will engage in a series of real-life missions including
heart-pounding challenges and intensive problem solving with the goal of
finding 33 keys hidden across Quebec, one of which will unlock The Essence, a
custom-designed 2010 MAZDA3 that will also go to the winner of the contest on
May 18, 2009.
    "33 Keys provides an opportunity for us to interact with consumers on an
unprecedented level including social media, television road block (Zapper
Trapper), outdoor and event stunts. We look forward to taking them on a once
in a lifetime adventure" said Mike Collinson, Marketing Director of MAZDA
Canada. "We're really excited about the launch of the 2010 MAZDA 3 and want to
share that excitement with Canadians. Given our stronghold in Quebec, we felt
it was the ideal market to launch our Alternate Reality Game in order to
reward and engage with our loyal customer base in that province."
    The game, which is scheduled to run for a period of four weeks, will take
place across multiple platforms including television, radio, online and out of
home advertising. Beginning April 20th, players will be able to keep track of
the game through clues and challenges communicated via the various platforms
including an online resource called REPERIO (www.reperio.ca). Popular
Quebec-based media personalities such as Marie-Claude Perron of Musique Plus
and Dominic Arpin of Energie have also been enlisted to actively participate
in the storyline. 33 Keys was conceived and developed by Doner, Mazda Canada's
advertising agency. Doner Canada selected Astral Media Mix as the media
partner of choice to help bring this innovative project to life because the
quality of their media platforms was a perfect fit for this innovative
project. Also, 1976 Productions assisted in the production of the campaign.
    "33 Keys presents an opportunity for Mazda fans to take part in a highly
interactive game that will meld an intricate storyline with real-life
interaction," said Dave Carey, Senior Vice President, Account Director at
Doner Canada. "The concept for the ARG was born out of our deep understanding
of the MAZDA 3 consumer, and we put a tremendous amount of thought into its
development to ensure players are treated to a world-class experience. We
can't wait to see how the story will unfold."
    Mazda chose Quebec as the target market for the ARG launch as a result of
its rich media environment, which makes it the ideal setting for an integrated
campaign. Mazda also has a strong brand presence in the province, a result of
the company's reputation for uncompromising quality and outstanding value. In
2008, Quebec accounted for 43% of Mazda sales in Canada.
    ARGs have become increasingly popular with North Americans over the past
several years. These games are unique in that it combines fictional storylines
with real-life platforms, often leveraging both traditional and online media.
Players can have a significant impact on the manner in which the ARG unfolds -
a testament to the game's high level of interaction.

    Mazda Canada Inc.

    Is responsible for the sales and marketing, customer service and parts
support of Mazda vehicles in Canada. Headquartered in Richmond Hill, Ontario,
Mazda Canada has a nationwide network of 160 dealerships.

    About Doner

    Doner, headquartered in Southfield, Mich., is the largest independently
owned advertising agency in the world, with approximately $2 billion in
combined billings. The agency has offices throughout North America, as well as
in London, England and does business in more than 30 countries for clients
including Mazda, Serta, ADT, Owens Corning and HGTV. A full-service,
performance-driven agency, Doner focuses on creating ideas that will have a
demonstrable impact on its clients' business.