Challenge: Mazda was looking for an avenue to promote its performance driving school and national contest: Mazda Rev It Up. Billed as the world’s biggest, best-run, most affordable and carefully organized performance driving school and national competition, Mazda’s agency, Convergence, determined that the motorsports audience would be an appropriate medium for reaching their target young, male demographic. They looked to RMG3 to help them drive online sign ups for their 15 local events.

Approach: Working with Convergence, RMG3’s marketing and communications experts crafted a plan to reach the brand’s target audience. RMG3 utilized its Content Production Team to create advertorials for publication on the internet, and secured placement on sites such as racingone.com. In addition, RMG3 developed promotional button placements and created a direct email marketing campaign around the promotion. All elements were designed to reach Rev It Up’s specific demographic of racing enthusiasts.

Result: With the addition of RMG3’s efforts, Convergence was able to successfully, and cost-effectively promote Mazda Rev It Up to a national and local audience, via the internet. To date, three local events have been held and the remaining summer event schedule is filling up quickly. RMG3’s clients at Convergence appreciated our, “multi-pronged approach,” of exposing the program through various elements within the online medium.

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