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Mazda Canada begins 33 Keys promotion in Quebec

Mazda Canada has begun a promotion called "33 Keys" in Quebec. The initiative takes the form of an alternate reality game in which participants must engage in a series of real-life "missions" to find 33 keys that have been hidden in the province. The plot of the game involves an underground resistance group attempting to overthrow a dictatorial future empire. One key will unlock a customized 2010 Mazda3, which will be given to the winner of the game. The promotion will run until May 18. It will include television, radio, online and out-of-home advertising, as well as a website at <>. Several Quebec media personalities will also take part in the game. The promotion was developed by Doner Canada in association with 1976 Production. Media was handled by Astral Media Mix. "33 Keys provides an opportunity for us to interact with consumers on an unprecedented level, including social media, television road block, outdoor and event stunts," said Mike Collinson, marketing director at Mazda Canada. "We look forward to taking them on a once in a lifetime adventure. Given our stronghold in Quebec, we felt it was the ideal market to launch our alternate reality game in order to reward and engage with our loyal customer base in that province."

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