Mazda Surprising Drives

Objective

Mazda UK launched this campaign to promote its 6th generation model launch by gamifying the traditional test drive experience. The brand sought to align with its 'Defy Convention' positioning and create an engaging, fun alternative to routine dealership test drives, tapping into audiences' preference for interactive entertainment.

Solution

A virtual claw-grabber game inspired by arcade prize machines, playable online at mazda.co.uk/surprisingdrives/ and on mobile devices, as well as in Mazda UK showrooms. Players used the virtual robot arm to grab colored balls corresponding to three international prize packages: trips to Italy, Norwegian Fjords, or Los Angeles, plus driving experiences at premium UK track circuits. The mechanic combined casual gameplay with a decision element—ball color determined prize eligibility.

Results

Not published.