-Global Vehicle Debut Aided by Entertainment Platform-

- Today Mazda kicks off an awareness campaign for #GAMECHANGER a Mazda
Exclusive Live Event featuring Metric

- The event will be the first to broadcast a live vehicle introduction and
concert globally through Xbox consoles on June 26 at 9:00 PM EDT

- Fans can join in the conversation through Facebook, Twitter, Instagram and
Google+ through the hash tag #GAMECHANGER

- Fans can obtain more information at and

PR Newswire

IRVINE, Calif., June 18, 2013

IRVINE, Calif., June 18, 2013 /PRNewswire/ --Mazda has teamed-up with Xbox,
Microsoft's premiere entertainment brand to produce the first-ever global live
stream of a new vehicle introduction. Mazda is keeping the vehicle a surprise
but has announced that the event will be anchored with a live concert by the
award-winning band Metric—the first to be streamed live globally through Xbox.

On June 26, 2013, Mazda's vehicle reveal will take place live from New York.
The event will be broadcast at 9:00 PM EDT globally on Xbox Live, and is 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.

"It's a digitally connected world, so what better way to reach our customers
than through a connected platform like Xbox," said Russell Wager, vice
president of marketing for Mazda. "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."

Starting today, Mazda will begin launching a series of activations to build
awareness of the event, which is in line with the brand's new advertising
campaign that began in April. The kick-off will begin through Facebook,
Twitter, Instagram and Google+ and include the hashtag #GameChanger so that
fans can join the conversation. will direct viewers to a
dedicated Mazda landing page on The site will include details of
the event, a countdown clock and will host a sweepstakes for one lucky entrant
to win $2,500 to create their dream trip to a music event of their choice.

Ross Honey, general manager of Xbox Advertising says, "Working with Mazda to
introduce their new vehicle through a global live stream event showcases
Xbox's versatility as a connected entertainment device that reaches millions
of Xbox Live users worldwide."

In addition, visitors will be informed of the event through a
specially branded Mazda Facebook tab.

"This organization has always been one that likes to be a part of breaking new
ground," said Metric's manager Mathieu Drouin of the band's involvement in the
first ever, multi-continent concert streaming event on XBox Live. "Metric's
fans are spread throughout the globe, so there is something quite special
about being able to offer a select few fans the opportunity to attend such a
unique and intimate Metric concert in person, while the rest of the band's
fans around the world can participate virtually through a social streaming
event on one of the world's largest interactive global entertainment

Fans that participate in the broadcast will not only get treated to the
exclusive Mazda vehicle debut, a free live concert, and a chance to win a
sweepstakes, but also receive a branded #GameChanger t-shirt for their Xbox
Live Avatar—the first giveaway of its kind tied to a live event.

Mazda vehicles provide customers engaging technology that connects their
driving experience to the outside world via social media, entertainment
options, satellite navigation and real-time traffic monitoring. Partnering
with Xbox for the global reveal of a new vehicle allows Mazda to participate
with its target customers through technology they are already using to enjoy
their entertainment, but in a fresh and innovative way.

Mazda North American Operations is headquartered in Irvine, Calif., and
oversees the sales, marketing, parts and customer service support of Mazda
vehicles in the United States and Mexico through nearly 700
dealers.Operations in Mexico are managed byMazdaMotor de Mexico in
MexicoCity. For more information on Mazda vehicles, including photography
and B-roll, please visit the online Mazda media center at

SOURCE Mazda North American Operations

Contact: Octavio Navarro, Mazda Information Bureau, (714) 913-9941
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