IRVINE, CA: Mazda will kick off a program called Take6 Ride & Drive on Tuesday with the goal of engaging consumers at restaurants around the country and promoting the 2014 Mazda6 model.
The initiative, which will debut in Seattle and then launch in 14 other markets, will aim to connect with consumers nationwide by allowing them to take a six-minute test drive while they wait for a table. Consumers who take part in the program will receive a gift card to a restaurant or mall, as well as a Mazda6-branded spice grinder.
The automaker did not disclose the specific restaurants that will participate in the program.
One objective of the campaign is to increase brand recognition among consumers by engaging them about lifestyle activities and their passion for food.
In addition to Seattle, the campaign will take place in Minneapolis, St. Louis, Cincinnati, Boston, New York, Philadelphia, Atlanta, Houston, Denver, and Los Angeles, among other cities. It will end in November.
Mazda, which has worked with agency partner Hill+Knowlton Strategies for more than 35 years, will reach out to local media in each market.
Representatives from Mazda were not immediately available for comment. Budget information for the campaign was not disclosed.
In May, Mazda launched an initiative called Game Changers, its largest ad campaign in 13 years. The initiative shared the brand's heritage and manufacturing techniques by highlighting historical figures who thought of new, unconventional ways of doing things.