Automaker Mazda is revving up the marketing for its new Mazda6 sedan by partnering with Paramount Pictures on an initiative to increase application usage through a series of challenges and activities.

The campaign is centered around Paramount?s upcoming ?Star Trek Into Darkness? film. Beginning in mid-April, Mazda will be integrated into Paramount?s Star Trek app to allow fans to earn points and unlock content.

"I believe that an in-app component like this for Mazda is a very good move," said Tim Canada, senior account manager at SiteMinis, Atlanta.

"This relates the Mazda car brand with an up-and-coming technology and helps them appeal to the more tech-savvy demographic," he said.

"In addition, the in-app gamification aspects are a huge plus. This is another great way that Mazda is relating its own brand to technologies that are new and fun."

Mr. Canada is not affiliated with Mazda. He commented based on his expertise on the subject.

Mazda did not meet press deadline.

Drive on mobile
The Mazda6 begins retailing at $20,880 and is positioned as a modern sport, mid-size sedan.

Mazda will be integrated into the Paramount Star Trek iPhone and Android app through a series of challenges.

The app uses activities to let consumers unlock additional content about the movie. As consumers play with the app, more information is revealed.

One example of how Mazda might integrate itself into the app is through augmented reality.

For instance, consumers with the app downloaded might be prompted to visit a Mazda dealership to snap a photo of a car or poster.

Mazda will also use the in-app challenges to drive consumers to different Web and digital assets.

The car brand will integrate a campaign-specific tab into its Facebook page, for example.

The idea behind using a variety of activities in the missions is likely a move from Mazda to appeal to groups of consumers with different intents.

Users can also buy movie tickets, enter sweepstakes and stay up to date on news leading up to the movie?s premiere via the app.

In addition to mobile, the Mazda campaign also includes a branded television spot, social media, out-of-home and other digital marketing components.

The campaign runs through May 17, when the film opens in theaters.

Mobile exclusive
Paramount Pictures has been putting lots of marketing muscle into its Star Trek app in the past few months.

The app initially launched in January by using real-world games and activities to get fans hyped up for the launch of the film (see story).

By incorporating brands such as Madza into the mix, the film studio is able to not only offer cross-platform advertising opportunities, but also interact with fans on a deeper level and drive repeat app usage.

"Mobile will continue to play a growing part in cross-channel promotions," Mr. Canada said.

"As more and more are realizing how effective marketing through mobile devices can really be, the integration between companies like Mazda and Paramount will happen more and more frequently," he said.

"Ultimately, brands like Mazda will like having their brand uttered in the same breath as 'augmented reality' and 'the new Start Trek movie'  because it pairs them with new, edgy technologies that appeal to a younger more tech-savvy audience."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York