automotive

Mazda Lets Consumers Paint Virtual MX-5, Via Xbox Partnership

Last year, Mazda became the first automaker to do a global vehicle reveal — for the 2014 Mazda3 — with a live concert through Microsoft’s Xbox 360 gaming console.

This year, it reboots to spotlight Mazda's 2016 MX-5 Miata roadster. The relationship, around driving game Forza Horizon 2, in which an MX-5 is one of the choices in the racing lineup, involves a promotional contest, "Livery Design Contest," where Forza Horizon 2 players get to design the livery for the virtual 1994 Mazda MX-5 in the game. 

Two finalists get to go to South by Southwest 2015 for the final design contest, where the winner gets a 55-inch curved TV, audio music system, Xbox One Kinect console and one MadCatz Racing Wheel. And the winner's design will be added to the Miata design option for Forza Horizon 2.

“In addition to shining the spotlight on the 2016 Mazda MX-5 through the partnership, we also wanted to give Forza fans a way to engage and pick up some cool prizes and see their work featured in the game,” said Russell Wager, VP of marketing at Mazda's Irvine, Calif.-based North American operation.

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To drive the interactive contest, Mazda will have a 2016 MX-5 hub on both Xbox 360 and Xbox One. Users have to sign into the Xbox Live service via an Xbox 360 or Xbox One console. Then they must enter Forza Horizon 2, select the 1994 Mazda MX-5 car, and follow the instructions within the game to design a livery using the tools available within the game. Mazda says participants then have to save their design with the name “MX5contest” and upload it to the Forza Horizon 2 storefront during the contest period.

The designs will be judged on originality, aesthetic design and technical proficiency by representatives from Microsoft, Mazda and Turn 10 Studios. The judges will winnow the entrants to a field of five semifinalists, whose designs will be on the Mazda Xbox Live hub in late January. There is an online public voting phase in late January through mid-February and then the two semi-finalists will be judged by Derek Jenkins, Mazda’s director of design, Major Nelson from Xbox Live and Forest Byrd with TC9700Gaming. 

Mazda said it will announce a second contest with Microsoft at next year's South by Southwest.

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