SAMMY 2010 Best Social/Cross-Media Campaign Finalist: Doner for Mazda3
publication date: Aug 23, 2010
Doner's idea was to create Canada’s first-ever omniplatform campaign: The 33 Keys Alternate Reality Game. It took Quebecois on a thrill ride that led them on a serpentine route online, offline and into the real world—interacting with the brand every step of the way. As they searched for the 33 Keys, one of which ultimately gave away a new Mazda3, players were exposed to multiple media: Television, radio, print, mobile, online, outdoor, social, events and guerilla tactics.
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