Concrete Playground partners with Mazda3, launches search tool to create personalised activities

Digital publisher Concrete Playground has partnered with Mazda3 to launch an interactive search feature, which lets users locate and plan their food, culture and lifestyle activities.

The brand-sponsored tool known as The Playmaker is part of Concrete Playground’s newly revamped website and gives curated suggestions to users based on where they are located, the time and what sort of activity they would like to do.

Rich Fogarty, founder & director at Concrete Playground said the new feature aims to tap into audiences’ “love of interactivity and personalisation”.

“The Playmaker is designed to gamify your next night out plan,” said Fogarty.

“We’re tapping into our audience’s love of interactivity and personalisation by delivering relevant suggestions to readers based on their time, date, location and preferences.”

The relaunch of the website is the first since 2015, and aims to assist readers in mobile navigation, search and directory functionality.

“Our readers are hard-working and time-poor, so our content is now more curated than ever before. It’s about inspiring our readers and giving them the tools to make the most of their spare time,” said Fogarty.

The Playmaker is part of Mazda3’s content-led Detours campaign to celebrate the brand’s 40th birthday. It will include a content hub on Concrete Playground’s website, editorial pieces, video content and a Detours Calendar planning tool which includes a calendar of Australian events and experiences.

The campaign marks the second year Concrete Playground has collaborated with Mazda, following the Road Trip Generator partnership in 2016.


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