DriverVille, a new game created for Mazda on Facebook, is the centerpiece of the launch for its entry-level vehicle, the Mazda2, from Doner, Southfield, Mich. The effort, which also will include TV, print, online and cinema ads, as well as a music tour, is built around the concept of the new model being "Zoom-Zoom in its most concentrated form". The game introduces the character "Your Inner Driver," an avatar users can interact with and the star of a campaign that positions the vehicle as "Zoom-Zoom Concentrated." Related TV and cinema spots will break next month, along with print, online advertising and a music tour.
