Mazda2 Backs Mayer Hawthorne National Tour

Mazda is sponsoring a national tour of crooner Mayer Hawthorne to support its new Mazda2 compact car. The effort is via L.A.-based social media marketing firm Rebel Industries, which has been handling social media efforts for the Irvine, Calif.-based automaker for the past several months.

...So the challenge is how do you launch a car without a huge budget in a segment targeting a younger consumer who is hard to reach with traditional media and who consumes media on their own terms? (Read the full article here)