Article: Mazda zooms into the ring-tone arena; Offers jingle to build awareness, nurture consumer connection.(News)

Byline: JEAN HALLIDAY

Mazda will dial up an extension of its "Zoom.Zoom.Zoom'' advertising theme song this month, offering a free digital download of the melody as a ring tone for cellphones.

The automaker said Michael Belitsos, exec VP-executive creative director at independent Doner, Southfield, Mich., hatched the idea during development of Mazda's first full-line TV commercial. The ring tone made its debut in that commercial, which aired during Olympic broadcasts. A voice whispers the tagline when a man answers his cellphone (see the spot at AdAge.com QwikFIND aap86e).

Robert T. Davis, senior VP-marketing and product development at Mazda ...

Related newspaper, magazine, and journal articles:

 
 
Newsweek Harper's Magazine The Washington Post Chicago Tribune Crain's Chicago Business PRNewswire Pediatric News The Nation Advertising Age The Economist (US) A FREE trial gives you access to over 80 million articles! Access over 6,500 publications with a FREE trial!