First-time South By Southwest sponsor Mazda is blending creative innovation with practically utilities within an integrated festival activation programme that stretches from an original music-making app to the launch of its latest gaming partnership.
Mazda North America (MNAO) is the Official Automobile Sponsor of this year’s South by Southwest(SXSW) and is activating throughout the 10-day festival via engagement activities right across the festival’s three major silos – Interactive, Film and Music.
All activation strands fall within the brand’s umbrella spirit of the brand’s ‘Game Changing, Defy Convention’ mission statement cum tagline.
One of the more innovative activation elements saw Mazda link up with eclectic music outfit Mogees, who create disruptive technologies that turn physical objects into unique music instruments through touch vibrations, to make a Mazda model a music creator.
Hosted on the Mazda Sound Stage, an attendees interactive experience saw a sleek KODO-designed 2015 Mazda3 create a symphony of sound as festivalgoers touched, tapped and slid their hands across the vehicle.
Another music led activation strand saw Mazda link with digital radio outfit Pandora to create a branded Mazda SXSW Station for the duration of the festival
While over at the SXSW Gaming Expo, the carmaker also teamed up with leading racing game Forza Horizon 2 to create a virtual reality driving/gaming experience as the centrepiece of launch campaign for its Mazda Forza Horizon 2 expansion gaming pack – which sees the auto brand work with Microsoft and developer Turn 10 Studios to integrate the Mazda MX-5 into the racing game
Attendees had a opportunity to themselves get behind the wheel of custom-built driving simulators for Forza Horizon 2.
The event also saw Mazda announce the winner of the Mazda Livery Design Contest who was chosen by a three-person judging panel – MNAO head of design Derek Jenkins, TC9700 Gaming creator Forest Byrd and Larry Hyrb (aka Major Nelson) who is the director of programming for Microsoft’s Xbox Live (all of whom made an event apperanace).
Another activation strand – Meet @ Mazda – took place on the Auditorium Shores Stage and centered on an art installation with a backdrop of the Austin skyline with the SXSW crowds in the background (and thus, perhaps, is intended to create the event’s most popular ‘selfie-spot’).
Mazda also returned to the SXSW ‘Fader Fort’ (presented by Converse in 2015) to offer show-goers a chance to explore its new 2016 Mazda CX-3. The Fader Fort also houses a special VIP Lounge at the front of the stage and Mazda owners who show their Mazda key will have access to the luxury hospitality experience (which includes everything from fun party-type games to a giant chalkboard so VIPs can create their own art for all to see).
On 13 March through 22 March Mazda also hosted panel discussions of the relevancy of a brand in today’s digital revolution, interactive technology, music installations, gaming associations and in-vehicle experiences throughout.
Plus, of course, there are the more practical and useful utilities the official auto sponsor of SXSW is offering: from a free branded shuttle to complimentary chauffeured rides in the festival’s official car – the new Mazda CX 5.
The ‘Mazda Express’ gives SXSW attendees a complimentary backseat ride around the festival locations in a fleet of vehicles that includes newly refreshed 2016 Mazda CX-5 compact crossover SUVs, Mazda6 midsize sedans and 2015 Mazda3 compact sedans.
See http://sxsw.com/news/2015/navigate-sxsw-pro-mazdaexpress.
And there’s also the auto makers backing for its chill-out branded space – The Mazda Connects Lounge (at the Austin Convention Center) which not only showcases its vehicle range, but also offers Mazda Schedule Touch Screens linked to the through the MazdaConnects.com hub, as well as giving attendees a chance to recharge (both physically and digitally)
Indeed, all of Mazda’s activations throughout Austin during SXSW are all detailed at www.mazdaconnects.com.
Comment
It was back in October 2014 that Mazda North American Operations (MNAO) announced a three-year partnership with the South by Southwest (SXSW) that saw the car brand become the festival’s official automobile sponsor until at least 2017.
And clearly the first-time sponsor has really gone for it as it used the partnership to consolidate its new ‘game changing’ positioning.
SXSW is, of course, a unique creative convergence of original music, independent film and emerging technologies that aims to fostering and generate creative and professional growth and it is a real challenge for brands to cut through amidst the SXSW tidal wave of brand activation.
And there certainly is a lot of noise at SXSW.
But one can’t help but wonder in its rush to fit in whether Mazda’s spectrum of work seems little too scatter-gun and not quite as single-minded or as focused as it could be.
‘After spending time at last year’s SXSW in Austin, we knew it was the right fit for the Mazda brand and were eager to expand upon our presence moving forward,’ said Russell Wager, vice president of Marketing for MNAO.
‘Music, Film and technology are passion points for Mazda customers and our official partnership with the festival will allow us to connect with them on a deeper level, in one of the most forward-thinking environments around. Mazda’s presence at South by Southwest puts us front and centre in the conversations taking place around experiences, music and creativity.’
‘The goal is to enhance an attendee’s experience with a memorable Mazda brand interaction.’
Mazda follows in the footsteps of several other auto brands who have partnered with the festival in previous years – including Chevrolet, Toyota and Ford.
The deal adds another property to Mazda North America’s sponsorship portfolio that also includes backing sponsoring CBS’ New York Fashion Week Programming ‘Fashion Rocks’ (where it launched the new MX-5 Miata with a primarily digital campaign www.FashionRocksLive.com/The-Roa featuring artists like Pitbull, JLo, Usher, and Duran Duran).
Last year, Mazda launched its first new umbrella brand campaign in 13 years called ‘Game Changers’ – featuring creative people who have done radically different things in their respective fields –
as it aimed to shift its brand position.
The SXSW partnership is a continuation of this refreshed positioning based around original innovation and entrepreneurial thinking.
Other so called ‘Super Sponsors’ of SXSW 2015 include Monster Energy, IFC, Miller Lite, Esurance AT&T, other official partners include Samsung and American Airlijnes, while dozens of other consumer brands aim to leverage the event by backing specific concerts, events, lectures, offering food, amenities, transportation, and the like.
Links
Mazda Connects
Mazda SXSW Twitter
#MazdaSXSW.
@MazdaUSA
Mazda Media Center
South By Southwest
The Mogees
