Car manufacturer Mazda wowed visitors to this year’s British International Motor Show with the Zoom Zoom Challenge, putting people in the driving seat and letting them loose on the race track. Ian Whiteling went along for the ride to get an in-depth insight into the experience, as well as Mazda’s overall live marketing strategy. Mazda’s marketing director Mark Cameron and Imagination’s Mazda account director Christophe Castagnera reveal all.