If we think of Spotify as “interactive radio”, it makes sense that the ads should be interactive as well. The Spotify music streaming platform has hosted some brilliant campaign ideas of late, and this recent work from Mazda adds to that list.

Branded games can be difficult to get right. As usual It’s all about content and context – and not a little technical wizardry.

When clicked, these banners from Mazda expand to display miniature driving games. Test your handling skills on the speed lap, demonstrate your mastery of parallel parking or prove that you’re unrivalled at the emergency stop in a series of challenges that promote the Mazda 3.

Personally, after four driving tests and 15 years of driving I still can’t parallel park – and my online efforts were pretty woeful. You can laugh at my frankly rather feeble driving skills here.

In-banner gaming isn’t new – although this is definitely one of the more sophisticated examples. Banners served on the Spotify platform benefit from a lack of competition – unlike on a conventional website where there is much to distract the viewer. 

See also: Seat remix banner, and the Hurts Spotify campaign.