Mazda Canada has branded a new iPhone application that allows users to find concerts and buy tickets from anywhere – preferably when they’re in their new 2010 Mazda3. Coinciding with the launch of the new car, the app, called Concert Quest, is a way for the brand to engage the younger crowd who are all ears when driving.
It’s also a way to stay in touch with consumers throughout the entire day, says Jeff Barlow, director of Rogers Marketing Solutions, who developed the campaign in partnership with Doner Canada, which handled the creative and media buy.
The application will be promoted in the June issues of magazines like LouLou and Maclean’s, in a unique execution that unfolds into a spread right on the cover. Online media includes advertising on the magazines’ respective websites and other Rogers properties like CityNews.ca. A Mazda3 microsite will provide a web-based flash version of the application for users who don’t own an iPhone or iPod Touch. Mazda’s support of the app will last for at least a year, Barlow tells MiC.
Concert Quest is available across Canada and is compatible with iPhone and iPod Touch (second generation) and requires iPhone 2.1 software.
