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Mazda Goes On Campus Joyride
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Proving that Mazda isn't too cool for school, the carmaker has teamed up with agency Doner Canada and interactive agency Fuel Industries to give college students a virtual ride around campus in the "Campus Joyride" advergame. Three Canadian universities provide the setting for a trio of video game-style driving courses—using real footage filmed on location—that players must navigate in search of parked Mazdas. The driving music also has a collegiate feel, as Fuel engineered the Mazda "Rockin' Roll Call," an online battle of the bands that solicited original tracks from a slew of college bands, with the top five vote-getters winning spots on the advergame's soundtrack.