In addition to the commercials, Mazda also gave the redesigned Protegé a major push on the
Internet. Mazda kicked off what it called “the world’s largest online automotive launch party” with
banner ads on a number of web sites and portals such as Yahoo!, Excite, America Online’s Autocenter,
CarPoint, and MTV. The ads led visitors to the Protegé section of Mazda’s web site, which was created
by CKS Group, Mazda’s interactive agency. Once there they could start the Protegé Road Trip where
users picked the traits and a photograph of an imaginary travel companion before starting on a cyber