A new Mazda online viral and buzz marketing campaign Mazda3 ‘Little Squirt’ goes live today - 20 January, 2005 - to support brand marketing activity for the Mazda3 family car, a vehicle which has added much-needed zoom-zoom to the crowded C-segment since its launch in January 2004.
The campaign, which is being planned, seeded and tracked by Digital Media Communications (DMC) in coordination with the Mazda Motors UK marketing team, features a cheeky advert created by JWT Europe as a web-first release ahead of the TV campaign starting on 24 January.
The cheeky ad is seeded via DMC’s online influencer network that includes features on lifestyle and sport web sites. Entitled ‘Little Squirt’ the ad stars a small dog determined to mark its territory on the Mazda3. The car retaliates in an ingenious way thanks to one of its handy features.
The viral can be viewed online at www.neighbourhoodwash.com, which also features other entertaining Mazda viral films including the award winning ‘Mazda2 women drivers ad’. Visitors to the site can also view Mazda product information, order a brochure, request a test drive or locate their nearest Mazda dealer.
"Mazda has been at the forefront of online viral marketing since 2002," comments Mazda CRM Manager Steve Jellis.
"The Mazda3 ‘Little Squirt’, our sixth campaign with DMC, aims to raise brand awareness and kickstart demand for Mazda3 during the run up to the March registration plate change. This Mazda3 campaign provides forward-thinking online viral users with exclusive access to Mazda’s entertaining new ad prior to its TV release on 24 January," Steve Jellis added.
"Mazda is using a web-first creative strategy for this campaign allowing DMC’s seeding expertise to generate a kickstart buzz around the Mazda3 ‘Little Squirt’ ad as part of a wider marketing campaign," added Justin Kirby managing director of DMC.
"DMC’s online tracking system provides real-time accountability of the film’s views and hotlinks. The tracking will help Mazda quantify the viral impact on brand awareness."
View the Mazda3 ‘Little Squirt’ ad at: www.neighbourhoodwash.com
To read our in depth road test of the Mazda2 [ click here ]
To read our in depth road test of the Mazda3 [ click here ]Published 21 January 2005