Mazda refers to the greatest scientific and sporting achievements in its new marketing campaign, the first one over past 13 years. The “Game Changers” effort, which will be launched in May, draws parallels between the innovations in the car industry pioneered by Mazda and the remarkable achievements of American scientists and athletes who revolutionized their disciplines.

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.