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Mazda conducts cinema driving game promotion

Mazda Canada is conducting an in-theatre campaign called "Fast Lane" promoting its 2014 Mazda3 vehicle. Developed by JWT Canada in association with Cineplex and TimePlay, the campaign consists of an interactive movie that is controlled by the mobile devices of the audience. Consumers at participating Cineplex theatres in Toronto and Vancouver can compete head-to-head in the game, which presents itself as a test of driving skill. Participants receive points that can be redeemed for concession products. Winning players are entered into a draw for a "movie night." According to the company, this is the first time an automotive branded experience has been created for a mass audience in a theatre setting.

"Mazda continues to push the limits of what's possible with everything they do, and their communications also have to live up to that standard," said Brent Choi, chief creative and integration officer at JWT. "Utilizing the accelerometer in smart phones, our combined teams were able to create a dynamic and fun in-theatre driving experience for audiences to participate and compete in."

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