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SOUTHFIELD, Mich. — Mazda North American Operations is betting potential buyers of the 2011 Mazda2 spend quite a bit of time on Facebook. This is why brand officials unveiled a new Facebook game on Wednesday meant to promote this vehicle.

The branded social game called DriverVille showcases the Mazda2. Built around the brand's Zoom-Zoom Concentrated theme, DriverVille can put consumers in a virtual world to learn about and compete with the eco-friendly, fun-to-drive, five-door hatchback in a sweeping social adventure.

Mazda officials asked, "How do you bring a new automotive nameplate to a generation of digital natives that is connected, and lives and buys like no other?" Then they responded, "You do it in a smart, new, engaging way and enable consumers to author their own brand experience."

Ad agency Doner created DriverVille for Mazda. Agency executives believe the game incorporates the best of classic "ville-style" Facebook games where all game activities can be shared with friends via the social network's news feed.

Mazda mentioned players can customize their "Inner Driver" avatar to fit their driving personality. They can play to win Driver Bucks, which is virtual currency to buy virtual items, as well as win weekly sweepstakes prizes.

Among the challenges are mini-games like a race at Mazda Raceway and quests like acquiring snow tires, a snowboard and accessory roof rack in order to go snowboarding.

"The Mazda2 is Zoom-Zoom in its most concentrated form. And DriverVille is where your ‘Inner Driver' can learn about the Mazda2 and connect with other inner drivers in the social space," explained Don Romano, president of Mazda Canada and chief marketing officer of Mazda North American Operations.

Romano went on to mention the game on Facebook is meant to support other media campaigns to promote the Mazda2, including advertising in cinemas, on TV, within online lifestyle/engagement sites and other print publications. The game also is geared toward boosting customer relationship marketing that incorporates a music tour and MazdaUSA.com.

As Rob Strasberg, co-chief executive officer and chief creative officer of Doner, summarized the campaign, the heart of it is to follow your "Inner Driver" to the all-new Mazda2.

"The Inner Driver is part of everyone that loves to drive, and your Inner Driver wants a car with unique styling and the driving dynamics that only a Mazda2 can deliver in this segment," Strasberg emphasized.

"The launch of this car is all about creating high-engagement content that allows our target to take ownership of their Inner Driver thru the Mazda2 and then share those deep experiences with their social networks and their world at large," he continued.

Justin Smith, executive vice president and executive creative director of interactive at Doner, elaborated on Strasberg's points.

"Since young drivers already live on Facebook, the logical place to start was to develop a virtual world called DriverVille. There, they can experience the Mazda2 through play, express themselves by pitting their unique Inner Drivers against others in all manner of entertaining ways, and then share the stories they've built," Smith highlighted.

"Our brand socializing system radiates outward from DriverVille by distributing content through other social networks, live events, music, cinema and content integration on leading video and passion point-oriented properties in gaming, music and fashion," Smith went on to say.

To access the game, visit facebook.com/mazda in the U.S. or facebook.com/mazdacanada in Canada and click on the DriverVille tab.