Mazda CX-3
/ 01
/Description
/ Problem
Mazda faced the challenge of launching the Mazda CX-3 in Mexico in a way that not only generated excitement around the product but also strengthened the emotional connection with the brand. They needed a strategy that engaged consumers in a meaningful and exciting way.
/ Challenge
The challenge was to develop a digital dynamic that was not only fun but also engaging. The task was to capture consumers' passion for the brand by testing their knowledge and devotion in a way that was both interactive and exciting.
/ Solution
We created "The Unstoppable Masters," a digital challenge featuring intricate riddles developed over five days. Divided into six steps and centered around three "Masters," each presented two scenes that revealed different aspects of their personalities. We implemented an algorithm that evaluated responses based on response time, accuracy, and a bonus for continuous participation, ensuring a fair competition. Participants accumulated daily and weekly scores, encouraging ongoing engagement and creating a sense of achievement.
Additionally, we implemented a real-time public leaderboard, fostering a healthy and exciting competition among participants. This solution not only generated excitement around the Mazda CX-3 but also strengthened the emotional connection between consumers and the Mazda brand.