Mazda USA is hitting the road to reach Generation Y consumers, who love indie music and traveling. The brand’s sub-compact model, Mazda2, is sponsoring 32-stop concert tour of Mayer Hawthorne & the County, which is rolling out from October 3 in Fort Lauderdale through November 12 in Los Angeles for audiences of 750-1,500 people. The car and artist’s collaboration (the fist music-themed one for the brand) is backed by a massive digital campaign, which includes the website featuring lots of music and video content, as well as Twitter, YouTube, Flickr and Facebook for spreading the word through online channels.