Mazda College Marketing Project
What do you get when you combine 22 college students, a $3,000 budget, and one of the most innovative auto makers in the business today? You get a unique educational experience highlighting the future minds of America and the 2014 Mazda3.
As part of a semester-long Mazda college marketing project, 22 senior students at the University of Pittsburgh coordinated to develop an integrated marketing program for the popular Mazda3. Pitt is one of seven colleges currently working with Mazda to bring students in touch with real-world product marketing.
Pitt’s Mazda college marketing project began in August when the student agency, ProsInMotion, adopted an overall campaign theme from among 800 potential selections. Following tried and true marketing protocol, the students conducted surveys to determine what slogan would resonate most deeply with their college cohorts. ProsInMotion eventually landed on “What Drives You?” and started to put their $3,000 budget from Mazda to work.
The main attraction of the Mazda college marketing project was an event known as the CARnival. During this event students were invited to win prizes by participating in Mazda trivia competitions and other games. Attendees could even sit behind the wheel of the all-new 2014 Mazda3.
To promote the capstone CARnival, students focused on a variety of social media and guerrilla marketing strategies. In addition to chalked-up walkways promoting the project theme “What Drives You?,” ProsInMotion also dropped paratrooper toys bearing the Mazda logo from the balconies of Pitt’s Cathedral of Learning.
Overall, the success of the Mazda college marketing project served the university students and auto maker alike. Not only did each student gain marketing experience by working directly with Mazda, but Mazda was also able to learn what younger generation buyers value when considering a new automobile.
After analyzing the final campaign reporting from the seven universities involved with Mazda this semester, the top two performing Mazda college marketing projects will pitch their program to Mazda executives this December. Who knows, the next commercial you see for the 2014 Mazda3 may have been birthed by the collegiate experience of a lifetime.
Drivers interested in getting behind the wheel of a 2014 Mazda3 need not travel to the University of Pittsburgh though. A full line of the new Mazda3 is available now at Mazda of Lodi.