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Mazda is inviting Facebook users to test drive its new entry-level car, the Mazda2, in DriverVille, a game launching on the social network site today that serves as the central element in the introductory ad campaign from Doner in Southfield, Mich.
The game introduces the character “Your Inner Driver,” an avatar users can interact with and the star of a campaign that positions the vehicle as “Zoom-Zoom Concentrated.” Related TV and cinema spots will break next month, along with print, online advertising and a music tour.
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