Brand experience agency Itch, which announced its account win with Mazda in April, will deliver the open-air music festival in the Stable Yard at Goodwood Festival of Speed.
The festival will be presented by BBC Radio 6 presenter Tom Ravenscroft and will feature 20 artists that take an uncoventional approach to music, including a flute-playing beat boxer. This theme matches Mazda's brand ethos of defying convention when it comes to car building.
Claire Andrews, Mazda UK marketing director, explained: "The Mazda brand is about doing things differently as that is how we build our cars - we defy convention and take a different approach. So this year at Goodwood we wanted to do something that has never been done before and stage a music festival in the Stable Yard area to bring to life the launch of our all-new Mazda MX-5. There will also be additional brand experiences throughout the event to deliver an immersive 360-degree celebration of Mazda."
The music festival is part of Mazda’s #RaiseTheRoof campaign, which aims to re-create the "euphoric" experience of driving the all-new MX-5 two-seater vehicle with the roof down and the volume turned up.
Mazda has also worked with Mogees, a novel technology company that turns physical objects into musical instruments, to turn an MX-5 vehicle into a playable musical instrument on its main stand. This activation, called 'Play', is being delivered with the help of agency Imagination and will allow visitors to watch demonstrations of the vehicle being played and to also have a chance at playing the instrument themselves.
Another brand experience, called Drive, will give visitors the opportunity to sit inside an MX-5 car and to listen and sing along to songs by the band Kaiser Chiefs. The activity will be filmed and a mash-up video will be availabe to watch on Mazda's YouTube channel.
Each year the lawn in front of Goodwood House is transformed by an automotive sculpture and Mazda will be providing a "sensual feature" this year, which will be designed by Gerry Judah.
The brand will host 100 media from 27 countries on Satruday (27 June), who will be able to drive the new vehicle on the circuit at Goodwood. On Sunday, Mazda will invite a group of 100 existing and potential customers to enjoy a VIP hospitality experience.
The Goodwood Festival of Speed takes place from the 25-28 June.
More: Exclusive: Crown reveals Peugeot and Citroën activations at Goodwood
RPM to deliver Sky Sports F1 activation at Goodwood
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.