2014 Mazda6 boards launch of “Star Trek into Darkness”

The Paramount Pictures partnership highlights 2014 Mazda6 sedan and Skyactiv designs.

The Paramount Pictures partnership highlights 2014 Mazda6 sedan and Skyactiv designs.

Mazda wants to go where no carmaker has gone before and has partnered with Paramount Pictures for a TV spot highlighting the 2014 Mazda6.

The promo features Mazda’s Skyactiv technologies with imagery from the upcoming film, “Star Trek into Darkness.” Skyactiv is an engineering foundation that includes vehicle design and structure, performance and fuel economy.

The advertisement is just one piece of the media package between Mazda and Paramount. Other national marketing efforts will weave in broadcast, cable, digital, social media, such as Mazda’s Facebook page https://www.facebook.com/Mazda and dealer showrooms.
The television spot will air on broadcast and cable networks, and online properties.

Special signage will rotate on a digital board in New York’s Times Square as well as an oversized billboard along the 405 freeway in Los Angeles. The campaign began April 16 and will run through May 26.

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Mazda also is featured in Paramount’s “Star Trek” app. There will be five interactive missions, one launched weekly. Uses will go on scavenger hunts to find Star Trek and Mazda content in the real world (like dealer showrooms).

By completing each mission, fans will win prizes, exclusive materials, videos and content. And they will rise in rank through the Starfleet Academy.

The App is available on IOS, Android and Amazon at www.StarTrekMovie.com/App

Dealership integration will include movie posters, ticket giveaways through the service department (during May), and showroom visits to complete an App mission.

The movie debuts this summer.

Watch the trailer: www.youtube.com/watch?v=PPZ2Pgt0xuE&feature=youtu.be

About Mark Maynard

Mark Maynard has been the automotive editor at the San Diego Union-Tribune since 1992.

He drives nearly 200 vehicles a year for review, has attended several high-performance driving schools and a few off-road driving courses.

He attends many new-vehicle press introductions and schmoozes with auto-industry execs.

Mark Maynard