Mazda North America will use Walt Disney Co.'s online and offline properties to get consumers interested in its 2002 MPV minivan, scheduled for dealer showrooms this spring.
Targeting women with children 6 to 11 years old, the campaign comprises marketing on Radio Disney, ABC-owned and affiliated television stations in 14 markets, FamilyFun magazine, Disney Store and, most importantly, Disney Online.
“Specifically from online, we're helping them drive people into the dealerships to test-drive the minivan,” said Dan Sherlock, vice president of marketing at Disney Online, North Hollywood, CA.
Mazdasweeps.com is the centerpiece of all online efforts by the Japanese automaker. Created by Disney, the site features automotive-themed games, a downloadable Mazda MPV “Screenmate” screen saver and a printable family travel activity book.
Another area, called “Pit Stop,” allows visitors to customize their Mazda MPV online. Consumers can also play a puzzle game, print cards and e-mail cards to add a viral element.
Also housed on the site is the “Soul of a Sports Car Sweepstakes.” Adults may enter to win one of three Mazda MPVs. After entering, the consumer is provided with a test-drive offer.
Once the test drive is completed, the consumer is mailed a $25 Disney Store gift card and a CD-ROM comprising Disney games, movie trailers and music.
The CD-ROM will include advance previews of Disney's new “Lilo and Stitch” movie, Disney Home Video's “Schoolhouse Rock” and the “Many Adventures of Winnie the Pooh,” plus a range of interactive games, cartoons and songs from Radio Disney.
Support for this mazdasweeps.com comes from offline media owned by Disney. Broadcast particularly will contribute heavily. More than 100 local Radio Disney events at Mazda dealerships nationwide will allow consumers to interact with both the Disney and Mazda MPV brands.
The site will also be promoted on Disney.com, FamilyFun.com and in an insert in FamilyFun magazine.
“This is the first time we've done a fully integrated campaign that drives people to test drive,” Sherlock said.
Doner Advertising handles the account.
Running March through April, all Disney advertising and marketing for the new Mazda MPV will focus on the vehicle's positioning: “Body of a Minivan. Soul of a Sports Car.”
This positioning is amply illustrated in an interactive game on the site. The Mazda MPV goes into a car wash and comes out as a Miata, a snazzy two-seat convertible. It then shakes the water off and becomes a minivan again.