Last summer I attended Mazda's Rev It Up event designed to get consumers into a Mazda by teaching them racing skills while firmly seated in a Mazda vehicle. The day was a lot of fun and I bet it did wonders for Mazda's reputation among enthusiasts. This article details Mazda, Mitsubishi and other companies who use these events to build brand awareness and as an alternative marketing scheme. I think it's a great idea and well worth the time for those who find the average test drive a bit boring.
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