A new campaign is on the move. And its main actor is Mazda North American Operations (MNAO). His partner? Google Earth.

Together, Mazda and Google Earth recently launched the campaign where Mazda consumers and users could search online for a chance to win an all-new 2007 Mazda CX-7. This is the first time that an automaker will use such a revolutionary technology as part of its vehicle launch. The name of the contest? “Look for the SUV you never saw coming.”

Google Earth is one of the most popular applications today. It is free software that can be run through Earth.Google.com. This computer program uses satellite images, maps, and a search engine to make it work as is. And with this type of program, the Mazda campaign turns the contest into a unique competition. Users and stakeholders would have to use the video tracks to search the world for the opportunity to win the new vehicle. In reality, the game not only heralds the arrival of the Mazda CX-7, but also generates buzz and awareness.

Brian Colianni, MNAO Senior Vice President of Sales and Marketing, explains: “This multi-faceted campaign is a great example of how Mazda has gone beyond basic marketing tactics to embrace emerging technologies in customer communication. The Mazda CX -7 Earth Search Sweepstakes uses state-of-the-art technology to create a relevant and entertaining online experience for Sweepstakes participants, an experience that we believe will resonate with our goal.

A consumer will have to visit http://www.NeverSawItComing.com to play. They would have to log in and watch a short video that includes a hidden clue. This track would actually show the Mazda CX-7’s location in the world. Then you would have to use Google Earth to navigate to the location. The location would be marked by the Mazda raffle entry icon. To win, the participant must click on that icon. As the game progresses, the tracks get more and more difficult. Also, through the game, there would be more information about the Mazda CX-7. There would also be an interactive tour of the vehicle, its interior, exterior, performance, as well as its design and features.