New Mazda3 to be a #gamechanger

Mazda is using the hashtag ‘#GAMECHANGER’ to promote a live online debut of its new-generation 3 later this month. Australia will play a key part in the web event, which is set to create history via its Xbox-led execution.

Although local Mazda sources have been extremely tight-lipped about the identity of its next all-new full SkyActiv model, it is now clear the honour falls to the next Mazda3.

Mazda USA’s mobile internet site features creative stating in strident capital letters: “Ten years ago, the first Mazda3 completely redefined its class. On June 26, see what’s next...”

Mazda’s online unveiling of the new 3 will take place in New York after a multi-location sweep around the globe. The event will be broadcast on Xbox Live at 9:00pm June 26 New York time (11:00am, June 27 Australian Eastern Standard time) as the culmination of a “multi-city reveal cadence that will start in Melbourne, travel through St Petersburg, Istanbul, London, and then on to New York City.”

Mazda claims the new 3’s unveiling is “the first-ever global live stream of a new vehicle introduction”. It is also claimed to be the first to be streamed live globally via Xbox. The Xbox event will feature a live concert by Canadian indie rock band, Metric.

Motoring.com.au will have details of the new 3 online from 4:30am Thursday, June 27. However, the only way consumers can watch the reveal and concert is via the Xbox LIVE platform.

Mazda Australia’s Steve Maciver confirmed Australian Xbox users would be able to join in on the live stream. Motoring.com.au will publish recorded highlights of the reveal via its video channel as soon as possible after the unveiling.

“Revealing a game changer takes one groundbreaking event. On June 26, we're partnering with Xbox LIVE and Metric to pull off a reveal unlike any other,” Mazda USA posted on its Facebook page this morning.

“Tune in at 8:45pm EST on your Xbox console and select the Mazda banner to experience our exclusive, first-of-its kind concert reveal with Metric. And don’t forget to grab a free commemorative T-shirt for your avatar,” the car-maker’s web and social media team stated.

Mazda USA VP of Marketing, Russell Wager, stated in the company’s press release: "We were looking for a way to launch a global product and tie together our five separate reveals. Xbox not only gave us the platform, but allowed us to leverage our digital assets to drive a global audience to view the event."

Between now and June 26, Mazda will undertake a series of activities using the hashtag #GAMECHANGER to help promote the event.

Production versions of the new Mazda3 hatch and sedan are expected to make their world public debuts at Frankfurt motor show in September, before going on sale here early next year.

The announcement of the official Mazda3 reveal campaign follows the leak of another image of the Japanese brand’s vital new small car – Australia’s top-selling new vehicle last year -- via a Russian website.

The fresh image of a red Mazda3’s rear-end follows the leaking of brochure images of a silver hatchback in February.

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