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Mazda and Google Joins Forces For CX-7 Campaign

American Government Special Collections Reference Desk

Mazda CX-7

Mazda and Google Joins Forces For CX-7 Campaign

Terry Brown
May 2, 2006

A new campaign is on the move. And its major player is the Mazda North American Operations (MNAO). Its partner? Google Earth.

Together, Mazda and Google Earth have recently launched the campaign wherein consumers and Mazda patrons would be actually able to search online and they would be receiving a chance to win an all-new 2007 Mazda CX-7. This is the first time that an automaker would be using such a breakthrough technology as part of their vehicle launch. The name of the contest? “Search For The SUV You Never Saw Coming.”

Google Earth is one of the more popular applications at present. It is a free software that can be run through Earth.Google.com. This computer program uses satellite imagery, maps, and a search engine for it to work the way it is. And with this kind of program, the Mazda campaign makes the contest quite a unique competition at that. Users and interested parties would have to use the video clues to search all over the world for a chance to win the new vehicle. The game actually not only announces the arrival of the Mazda CX-7 but it also generates buzz and awareness.

Brian Colianni, the senior vice president of sales and marketing for the MNAO, explains, “This multi-tired campaign is a great example of how Mazda has gone beyond basic marketing tactics to embrace emerging technologies in communicating to customers. The Mazda CX-7 Earth Search Sweepstakes utilizes cutting edge technology to create a relevant and entertaining online experience for participants of the Sweepstakes, an experience that we think will resonate with our target.”

A consumer will have to visit www.NeverSawItComing.com to play. They would have to log in and view a short video wherein a hidden clue is included. This clue would actually show the Mazda CX-7’s location on the globe. Then, he or she would have to use Google Earth to navigate to the location. The location would be marked by the Mazda Sweepstakes Entry icon. To win, the participant must click on that icon. As the game progresses, the clues would get harder and harder. Also, through the game, there would be more pieces of information regarding the Mazda CX-7. There would also be an interactive tour of the vehicle, its interior, its exterior, its performance, as well as its design and features.

While on the Internet, customers can also shop for quality Mazda parts at Auto Parts Information. Mazda parts at this store are unmatched anywhere else. It has in its stock an extensive collection of auto parts not only for Mazda vehicles but for other vehicle brands as well.

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