Mazda continues to climb out of the fray and into the mainstream US car market with a determined and honest repositioning as an upscale automaker. The brand continues to add to its tech chops by pushing its SkyActiv technologies!
Mazda Joined with the formidable Star Trek franchise, with a cross-promotion with the latest Paramount film in the sci-fi series, Star Trek into Darkness. With TV, digital, CRM, out-of-home, social media and retail fronts, Mazda is spotlighting the revamped 2014 Mazda6 as well as the SkyActiv powertrain technology.
One feature of the new platform is a Paramount Star Trek app that has five “interactive missions,” one weekly leading up to the movie’s May 17 premier. The app launches a scavenger hunt for Star Trek and Mazda content, ascension through the “Starfleet Academy” and merchandise, according to Marketing Daily.
Driving showroom traffic is the biggest objective of the new promotion. “There are a couple of ways of doing that: getting people there who have a reason to go car shopping and getting people there with programs like the app missions,” Russell Wager, CMO for Mazda North America, told the publication.
For a while now, a under appreciated objective of Mazda marketing has been to profile SkyActiv Technology. The effort has posed a formidable compeditor against Ford’s EcoBoost. But arguably, Ford has done a much worse of a job, both of raising awareness of its own powertrain technology and creating a sales driver out of it.
So while a Star Trek tie-in will gain visibility for SkyActiv as well as Mazda vehicles, it’s up to you not marketers to make the most of their opportunity with one of the most celebrated names in interstellar travel.
By: Josh Martin