Event TV: Mazda makes music on giant vinyl record

Mazda used its MX-5 sports model in a stunt to activate its sponsorship of this year's Tomorrowland Festival in Belgium.

The 'technological sound experiment' saw professional race driver Jan Wouters 'drift' the car around a giant vinyl record – mimicking the action of a pick up needle – to play a series of tracks. Six-time Tomorrowland DJ, DJ Licious, was on hand to give Wouters pointers to drive faster, slower or change direction.

BlackTrax's realtime motion tracking system was used to pick up the signals of movement of the car at its precise position on the giant vinyl. The information was then delivered to the sound equipment that played the track.

Fans were invited watch the stunt online and guess the tracks to be in with a chance of winning one of three unique experiences at the festival, taking place from 22-24 July.

The idea was thought-up by advertising agency, These Days, and production company, MoJuice, took care of the tech setup. The stunt also served to highlight the MX-5's key capabilities, including its accurate steering.

In June, Mazda took its 'Raise the Roof' activation back to the Goodwood Festival of Speed for the second year running.

Event reported earlier this month how the brand's North American Operations has partnered with experiential agency George P Johnson (GPJ) to develop an auto show booth experience.

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