Mazda announces live-streaming vehicle intro on Xbox

From AB
Global Vehicle Debut Aided by Entertainment Platform
· Today Mazda kicks off an awareness campaign for #GAMECHANGER a Mazda
Exclusive Live Event featuring Metric
· The event will be the first to broadcast a live vehicle introduction
and concert globally through Xbox consoles on June 26 at 9:00 PM EDT
· Fans can join in the conversation through Facebook, Twitter,
Instagram and Google+ through the hash tag #GAMECHANGER
· Fans can obtain more information at
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IRVINE, Calif. (June 18, 2013) ? Mazda has teamed-up with Xbox,
Microsoft's premiere entertainment brand to produce the first-ever
global live stream of a new vehicle introduction. Mazda is keeping the
vehicle a surprise but has announced that the event will be anchored
with a live concert by the award-winning band Metric ? the first to be
streamed live globally through Xbox.
On June 26, 2013, Mazda's vehicle reveal will take place live from New
York. The event will be broadcast at 9:00 PM EDT globally on Xbox
Live, and is the culmination of a multi-city reveal cadence that will
start in Melbourne, travel through St. Petersburg, Istanbul, London,
and then on to New York City.
"It's a digitally connected world, so what better way to reach
our customers than through a connected platform like Xbox," said
Russell Wager, vice president of marketing for Mazda. "We were
looking for a way to launch a global product and tie together our five
separate reveals. Xbox not only gave us the platform, but allowed us
to leverage our digital assets to drive a global audience to view the
Starting today, Mazda will begin launching a series of activations to
build awareness of the event, which is in line with the brand's new
advertising campaign that began in April. The kick-off will begin
through Facebook, Twitter, Instagram and Google+ and include the
hashtag #GameChanger so that fans can join the conversation. will direct viewers to a dedicated Mazda landing page on The site will include details of the event, a countdown
clock and will host a sweepstakes for one lucky entrant to win $2,500
to create their dream trip to a music event of their choice.
Ross Honey, general manager of Xbox Advertising says, "Working
with Mazda to introduce their new vehicle through a global live stream
event showcases Xbox's versatility as a connected entertainment device
that reaches millions of Xbox Live users worldwide."
In addition, visitors will be informed of the event
through a specially branded Mazda Facebook tab.
"This organization has always been one that likes to be a part of
breaking new ground" said Metric's manager Mathieu Drouin of the
band's involvement in the first ever, multi-continent concert
streaming event on XBox live. "Metric's fans are spread
throughout the globe, so there is something quite special about being
able to offer a select few fans the opportunity to attend such a
unique and intimate Metric concert in person, while the rest of the
band's fans around the world can participate virtually through a
social streaming event on one of the world's largest interactive
global entertainment platforms."
Fans that participate in the broadcast will not only get treated to
the exclusive Mazda vehicle debut, a free live concert, and a chance
to win a sweepstakes, but also receive a branded #GameChanger t-shirt
for their Xbox Live Avatar-the first giveaway of its kind tied to a
live event.
Mazda vehicles provide customers engaging technology that connects
their driving experience to the outside world via social media,
entertainment options, satellite navigation and real-time traffic
monitoring. Partnering with Xbox for the global reveal of a new
vehicle allows Mazda to participate with its target customers through
technology they are already using to enjoy their entertainment, but in
a fresh and innovative way.
Mazda North American Operations is headquartered in Irvine, Calif.,
and oversees the sales, marketing, parts and customer service support
of Mazda vehicles in the United States and Mexico through nearly 700
dealers. Operations in Mexico are managed by Mazda Motor de Mexico in
Mexico City.

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