Toronto, Ontario – An online game launching this week in Quebec will see one lucky winner take home a custom-designed 2010 Mazda3.

The company is launching 33 Keys, an alternate reality game that will challenge Quebecers to immerse themselves in a real-life, futuristic adventure featuring a cast of heroes struggling to save mankind from the clutches of a domineering organization known as La Croix Verte. Players will engage in a series of real-life missions, with the goal of finding 33 keys hidden across Quebec, one of which will unlock “The Essence,” the custom-designed Mazda3 that will be awarded on May 18, 2009.

“33 Keys provides an opportunity for us to interact with consumers on an unprecedented level including social media, television road block (Zapper Trapper), outdoor and event stunts,” said Mike Collinson, marketing director of Mazda Canada. “We look forward to taking them on a once-in-a-lifetime adventure. We’re really excited about the launch of the 2010 Mazda3 and want to share that excitement with Canadians. Given our stronghold in Quebec, we felt it was the ideal market to launch our alternate reality game in order to reward and engage with our loyal customer base in that province.”

The game, which is scheduled to run for four weeks, will take place across multiple platforms, including television, radio, online and out-of-home advertising. Players will be able to keep track of the game through clues and challenges communicated via the various platforms, including an online resource, found at REPERIO. Popular Quebec-based media personalities, including Marie-Claude Perron of Musique Plus and Dominic Arpin of Energie, have also been enlisted to actively participate in the storyline.

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