Mazda is launching the first salvo of a U.S. campaign via a partnership with Paramount Pictures upcoming "Star Trek into Darkness," premiering May 17.
The automaker's Irvine,
Calif.-based U.S. arm is using the partnership to front-load a big push this year for the 2014 Mazda6 car, the automaker's SkyActiv engine technology, and other things we can't talk about yet. Central
to the partnership: a co-branded ad running through May 26, collateral materials, point-of-purchase, apps and promotional activity. Oh, and the captain's chair, which Mazda had at its display at the
2013 New York International Auto Show. All told, the push will comprise broadcast, cable, digital, social media like Mazda’s Facebook page, and dealer showrooms programs.
The co-branded
television spot will air on broadcast and cable networks, as well as online properties. The company says co-branded content will also be on the digital board in New York’s Times Square as
well as an oversized billboard along the 405 freeway in Los Angeles.