The immensely popular Mazda3 got a splashy welcome for its new 2014 model.
Partnering with TEN Enthusiast Network, we unveiled a rich metallic red hatchback at a 4th floor loft party steps away from the High Line in New York’s Chelsea district, followed by a killer set by indie veterans Metric.
A first for any automotive reveal, we streamed the simultaneous global launch that mirrored events in Melbourne, Istanbul, St. Petersburg and London on Microsoft’s Xbox Live platform .
The New York activation included an exclusive media unveiling complete with champagne, vintage Mazda cars, a town hall style presentation and the high-tech light, sound and video show.
We transformed the Center 545 lofts into a unique space that highlighted the innovations of the all-new Mazda3. Custom sets, state of the art production gear and a stylish décor helped deliver an impactful message that was true to brand.
Following the press reveal we opened the space up to VIP guests and Mazda enthusiasts. Shuttles from local dealers transported guests to the exclusive party where they were greeted with signature cocktails and h’ordeuvres.
Guests were invited to play a custom Forza racing video game featuring a Mazda avatar in the Xbox lounge, mix their own bag of sweets at the Candy Bar, grab a custom on-site screened T-shirt and get a hands-on experience with a new Mazda3.
We closed the night with a rooftop performance by indie band, Metric that brought the crowd to a frenzy. And for those who couldn’t make the party, all the excitement could be viewed live streamed.
