MAZDA JUMPS STRAIGHT TO WARP-SPEED TO PROMOTE 2014 MAZDA6 SEDAN AND 'STAR TREK INTO DARKNESS' FILM

News provided by

Mar 27, 2013, 09:04 ET

IRVINE, Calif., March 27, 2013 /PRNewswire/ -- Mazda North American Operations (MNAO) today announced the launch of a partnership with Paramount Pictures to develop a co-branded marketing campaign for the all-new 2014 Mazda6 sedan, which incorporates the company's unique SKYACTIV®^{^[1]} TECHNOLOGY, and Paramount's "Star Trek Into Darkness" film opening May 17, 2013.

(Photo: http://photos.prnewswire.com/prnh/20130327/LA84313)

Mazda and Star Trek team up at New York International Auto Show. (PRNewsFoto/Mazda North American Operations) (PRNewsFoto/MAZDA NORTH AMERICAN OPERATIONS)

"'Star Trek Into Darkness' is the essence of action and adventure," said Russell Wager, Vice-President of Marketing for MNAO. "A mid-size sedan that looks great, offers industry-leading driving dynamics and provides best-in-class fuel economy might seem like it comes from another universe, but the 2014 Mazda6 and its incredible SKYACTIV TECHNOLOGY is better termed 'Like Science Fiction. Without the Fiction.'"

The movie partnership which is supported by a national marketing campaign from Mazda kicks off at the 2013 New York International Auto Show, running from March 29-April 7, 2013, at New York City's Javits Convention Center. Mazda will treat fans who visit its display with the opportunity to sit in Captain Kirk's Starfleet Commander's chair from the Starship Enterprise and have their photo taken, all the while learning more about SKYACTIV TECHNOLOGY.

"Mazda's exciting futuristic technology makes the brand a perfect complement to our new film 'Star Trek Into Darkness,'" said LeeAnne Stables, Executive Vice President of Worldwide Marketing Partnerships for Paramount Pictures. "This impactful national campaign is a great way for us to build the excitement of this next installment of J.J. Abrams' Star Trek universe with audiences."

The automotive makers' movie-tie in campaign will include a Mazda/Star Trek Into Darkness co-branded television spot, as well as outdoor properties, digital extensions and social media assets such as a dedicated Facebook tab. Mass-media placements will begin April 15, 2013.

Mazda will also be featured in Paramount's "Star Trek" app, with several interactive missions starting mid-April. By successfully completing each mission, fans can earn points and rise in rank through Starfleet Academy. Additionally, the app allows fans to enter sweepstakes, buy movie tickets, unlock coveted film-related content and stay connected with the most updated Star Trek news. The app is available for download through the App Store and Google Play at www.StarTrekMovie.com/App.

On sale now, the Mazda6 starts at $20,880^[2] MSRP and is the second vehicle in the Mazda lineup to fully incorporate SKYACTIV TECHNOLOGY, the brand's breakthrough engineering approach toward increasing overall vehicle efficiency. Offering both powerful performance and improved fuel economy, the 2014 Mazda6 features best-in-class highway fuel economy of 38 miles per gallon (MPG). Mazda6 also will be the first production vehicle to feature Mazda's capacitor-based brake energy regeneration system called i-ELOOP, and will be Mazda's first North American vehicle to feature the SKYACTIV-D clean diesel engine when available during the second half of the year.

"STAR TREK INTO DARKNESS" is written by Roberto Orci & Alex Kurtzman & Damon Lindelof and directed by J.J. Abrams. Abrams is producing with Bryan Burk through Bad Robot Productions, along with Lindelof, Kurtzman and Orci. Jeffrey Chernov and Skydance Productions' David Ellison, Dana Goldberg and Paul Schwake are the executive producers.

About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NASDAQ: VIA, VIAB), a leading content company with prominent and respected film, television and digital entertainment brands. Paramount controls a collection of some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV Films, and Nickelodeon Movies. PPC operations also include Paramount Famous Productions, Paramount Home Media Distribution, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.

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 by Mazda Motor de Mexico in Mexico City.

For more information on Mazda vehicles, visit the online Mazda media center at www.mazdausamedia.com. Product B-roll may be ordered online by visiting The News Market at www.thenewsmarket.com/mazda.

^[1] SKYACTIV is a registered trademark of Mazda Motor Corporation (MC).
^[2]Starting price is manufacturer's suggested retail price (MSRP) for lowest trim level. MSRP does not include $795 destination charge (Alaska $840), title, taxes, license, options and dealer charges. Actual prices set by dealer and may vary.

SOURCE Mazda North American Operations