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Mazda drives sales of MX-5 roadster with branded mobile game

Mazda is using a branded mobile game to achieve both emotional engagement and high involvement from consumers that interact with the MX-5 car model via a new iPhone application.

The game was created in honor of the MX-5?s 20th anniversary. The viral nature of mobile gaming is what wood Mazda into the channel.

?It is getting harder and harder to cut through the daily media noise,? Michael Schade, CEO of Fishlabs Entertainment GmbH, Hamburg, Germany. ?If you want to reach out to your customer base but also generate new ones, brands have to be relevant in their message beyond traditional formats like TV, online and print.

?The popularity of games on iPhone proves that consumers are keen for this type of content and through a quality ad game brands can create exposure and value at the same time,? he said.

The Mazda MX-5, also known as Miata in North America and Roadster in Japan, is a two-seater roadster built by Mazda in Hiroshima, Japan. The model was introduced in 1989 and is now in its third generation.
The branded game lets consumers cruise around the world in the Mazda cult roadster.

Players race through eight different virtual scenarios in four regions: Country Cruise (rural road), Ocean Motion (seaside bluffs), Desert Ride, and Mountain Thrill.

Along with a variety of control types, players can choose between closed and open-top versions of the Mazda MX-5 and from three different paint jobs.

Players can share their best times with friends via a link to the Mazda MX-5 fan page on Facebook and take part in international competitions via the online high scores.

The application includes a dealer search that guides consumers to the nearest dealership or they can arrange a test drive right from the game menu.

Additionally, players can request a brochure from the game menu.

Here is the game menu:

The iPhone racing game makes it possible to bring the driving characteristics of MX-5 roadster to the virtual world.

The game is fully Mazda branded from the start up sequence, main menu, car and color selection, cut scenes with the MX-5 at the start line and in the race through a detailed 3D model of the car.

The You Cruise by Mazda MX5 mobile game will be promoted by Mazda and Fishlabs on Facebook, Twitter and special interest forums.

There will not be any cross promotions with other applications or mobile ads.

?The success of You Cruise by Mazda MX5 depends on its quality and its appeal to the audience and the viral nature of the medium and mechanics of the App Store,? Mr. Schade said. ?Good reviews and user recommendation will be key.

?The target demographics is anyone who calls himself a cars lover and especially roadster enthusiastic,? he said. ?Thanks to the broad appeal of the MX-5 this is not predominantly male but also female driver.

?Beyond that, even teens might remember the MX-5 when they are once old enough to buy a car. You cannot start early enough to build up brand awareness and in this case games are perfect to engage with future buyers.?

Dan Butcher contributed reporting for this story.