Mazda Covered in Carbon
This going way beyond just a licensed car model.
Published: October 26, 2006
A few years back, Nissan was mulling over the idea of bringing out the Skyline here in the States based almost purely on something they called the "Gran Turismo factor" -- consumer awareness and affinity for the product driven by nothing more than its appearance in a video game. Now granted, the Gran Turismo franchise has moved something like almost 45 million copies, but it still shows how important video games can be implanting a particular vehicle in the public's consciousness. Then again, years later, we still only have the Infiniti G35 to show for it -- not that we're complaining, of course.
Thing is, most companies are all too happy to sell the rights to their vehicles in racing games of just about any time, especially import-friendly companies like Mazda, who has had staples like the Miata in games for the better part of a decade now. They're also a mainstay of any game that offers tuner cars, such as EA's venerable Need for Speed franchise and the decidedly street racer-heavy bent it's taken over the past few iterations. Apparently, though, it's not really enough anymore to just have the cars in the game. No, with a little coaxing from media company Channel M, they've stepped up their exposure in both the NFS world and here in reality. Big time.
“Never has a campaign featured so many consumer touch points as this one. With significant in-game placement, in-store media, sweepstakes, cars in malls, tournaments in malls and a final event in Vegas, this is the most comprehensive videogame integration campaign yet created," boasted Channel M CEO David Teichner. "I am thrilled that my team at Channel M has the opportunity to put this program together from its inception to execution. It’s a huge win for everyone involved and is truly a historic marketing campaign putting together four great names with our company, Mazda, GameStop, EB Games and EA.”
Yes, in case you hadn't figured it out now, Mazda has hopped into bed with EA to have the MAZDASPEED3, a tricked-out 2.3 liter version of the vanilla 5-door 3, showcased in Need for Speed Carbon, as well as promos in EB Games and GameStop stores. This means leaflets in bags anytime you buy something at GS/EB, TV commercials, print ads and online banners -- all closely tied in with actual in-game assets to try to woo customers.
“The 263-hp, 155-mph MAZDASPEED3 kicks asphalt and takes names, and Need for Speed Carbon is the perfect way for us to bring this exciting new vehicle to market in an all-new way,” gushed Jim Jordan, Alternative Marketing Manager for Mazda's North American Operations. “We already attract one of the youngest new-car buyers in the industry, and with the assistance of EA, Channel M and GameStop, we intend to continue that trend.”
“We’re excited to be a part of this unique promotion and thrilled to bring the MAZDASPEED3 to the Need for Speed franchise,” added EA Senior Director of Marketing Craig Rechenmacher. “Partnering with Channel M and GameStop will provide the perfect venue to showcase Need for Speed Carbon on the next generation platforms.”
“This relationship strategically leverages the physical store and online reach of the company’s 3,600 U.S. GameStop and EB Games stores, while providing an exciting new opportunity to reach gaming enthusiasts nationwide,” droned GameStop SVP o' Marketing Jack Beuttell.
Yes, we're sure with all the money exchanging hands, everyone very, very pleased with what's going on. Still, it marks a sharp contrast between the "Gran Turismo effect" leading a company to consider bringing out a car here, and another going whole hog on pushing it to potential customers. Will it actually work? We'll find out in a few months, but you'll be able to check out the current-gen version of the game come next week.
Thing is, most companies are all too happy to sell the rights to their vehicles in racing games of just about any time, especially import-friendly companies like Mazda, who has had staples like the Miata in games for the better part of a decade now. They're also a mainstay of any game that offers tuner cars, such as EA's venerable Need for Speed franchise and the decidedly street racer-heavy bent it's taken over the past few iterations. Apparently, though, it's not really enough anymore to just have the cars in the game. No, with a little coaxing from media company Channel M, they've stepped up their exposure in both the NFS world and here in reality. Big time.
“Never has a campaign featured so many consumer touch points as this one. With significant in-game placement, in-store media, sweepstakes, cars in malls, tournaments in malls and a final event in Vegas, this is the most comprehensive videogame integration campaign yet created," boasted Channel M CEO David Teichner. "I am thrilled that my team at Channel M has the opportunity to put this program together from its inception to execution. It’s a huge win for everyone involved and is truly a historic marketing campaign putting together four great names with our company, Mazda, GameStop, EB Games and EA.”
Yes, in case you hadn't figured it out now, Mazda has hopped into bed with EA to have the MAZDASPEED3, a tricked-out 2.3 liter version of the vanilla 5-door 3, showcased in Need for Speed Carbon, as well as promos in EB Games and GameStop stores. This means leaflets in bags anytime you buy something at GS/EB, TV commercials, print ads and online banners -- all closely tied in with actual in-game assets to try to woo customers.
“The 263-hp, 155-mph MAZDASPEED3 kicks asphalt and takes names, and Need for Speed Carbon is the perfect way for us to bring this exciting new vehicle to market in an all-new way,” gushed Jim Jordan, Alternative Marketing Manager for Mazda's North American Operations. “We already attract one of the youngest new-car buyers in the industry, and with the assistance of EA, Channel M and GameStop, we intend to continue that trend.”
“We’re excited to be a part of this unique promotion and thrilled to bring the MAZDASPEED3 to the Need for Speed franchise,” added EA Senior Director of Marketing Craig Rechenmacher. “Partnering with Channel M and GameStop will provide the perfect venue to showcase Need for Speed Carbon on the next generation platforms.”
“This relationship strategically leverages the physical store and online reach of the company’s 3,600 U.S. GameStop and EB Games stores, while providing an exciting new opportunity to reach gaming enthusiasts nationwide,” droned GameStop SVP o' Marketing Jack Beuttell.
Yes, we're sure with all the money exchanging hands, everyone very, very pleased with what's going on. Still, it marks a sharp contrast between the "Gran Turismo effect" leading a company to consider bringing out a car here, and another going whole hog on pushing it to potential customers. Will it actually work? We'll find out in a few months, but you'll be able to check out the current-gen version of the game come next week.
