Mazda signs $10M+ football deal with Disney

Sep 2, 2002  •  Post A Comment

Are you ready for some “Zoom-zoom-zoom” with your football?
Mazda Motors has reached a pre-launch integrated marketing deal with ESPN and ABC Sports for its newest model, the Mazda 6.
The new Mazda hits U.S. showrooms in late January. The marketing campaign, understood to cost in excess of $10 million, starts Sept. 5, just as the football season kicks off. The campaign includes both ABC’s “Monday Night Football” and ESPN’s “Sunday Night Football,” and it will continue through the end of January.
Mazda will be in all 18 ESPN NFL games this season, including the game that launches the football season Thursday, Sept. 5. Mazda will have a presence at the season kickoff launch parties in ESPN Zone dining and entertainment complexes in major markets.
The campaign includes approximately 500 co-branded promo spots across all four ESPN networks, including pre-Sunday game “Enhanced TV Presented by Mazda” weekly kickoff promos that will point viewers to a play-and-win Web-based contest with a Mazda 6 as the grand prize. A similar contest for Mazda dealers offers a trip to the Super Bowl as the grand prize.
Other components of the campaign are a 52-week ESPN The Truck tour to football-game cities and other sports events that will include stops at local Mazda dealers; ESPN Radio ads; and ads and cover wraps in ESPN The Magazine.
“It’s a 360,” said Ed Erhardt, ESPN ABC sports customer marketing and sales president. “We’ve got every one of our mediums used in a way that makes sense. It’s not gratuitous.”
Mr. Erhardt also saluted John Lisko, Doner Advertising’s senior VP and media director, who “deserves significant credit for making this thing work.”
One of the contests will employ ABC/ESPN’s Enhanced TV technology, a two-screen application that allows viewers to play along with live or other programming. ABC has already used the technology for the Oscars telecast as well as with prime-time programming “Alias” and “Who Wants to Be a Millionaire.”
For the Mazda campaign, viewers will be able to play along with games at Etv.go.com. Viewers get points for picking what the next play will be and who will get the ball. A second contest that lets users pick the winning teams in the weekly slates of games will run on ESPN.comIn both contests, winners for the entire season will get a Mazda 6, as will the winner of a sweepstakes into which all contest players are automatically entered.