The company has developed its Zoom-Zoom challenge from last year’s London Motor Show and is taking an experiential marketing concept, entitled ‘Hot Laps’, to shopping centres up and down the country.
Mazda is setting up mini circuits at Brent Cross in London, Merryhill in Birmingham, Meadowhall in Sheffield and Braehead in Glasgow. Experienced instructors will guide shoppers round the track before they drive timed runs in both an MX-5 and RX-8. The top four from each venue will battle it out at Donington Park race circuit on September 29.
Marketing director Mark Cameron said: “The London Motor Show event was a great success and we had more than 3,500 people take part. Hot Laps is all about bringing Zoom-Zoom to life with some experiential rather than detached advertising.
“We take over an area of the car parks and build a proper circuit complete with Armco and advertising boards. We also have the full Mazda model range on display and allow people to test drive cars on road routes.”
Cameron added: “The shopping centres are very large and very popular places and Hot Laps will give Mazda the opportunity to get in front of a lot of people.”
Mazda is also keen to develop its links with triathlon racing following its sponsorship of the Blenheim Triathlon in June.
Cameron said further triathlon sponsorships were in the pipeline.
He added: “It is the fastest-growing multi-discipline event and we have a great opportunity to be a major part of its increasing popularity. We will also be play-ing a part at grass roots level and encouraging dealers to get involved in local and regional events up and down the country.”
Mazda test drives will soon be available at shopping centres.