Mazda is using DMC to pre-launch their sporty new car with an exclusive online viral campaign.

We’ve produced a ‘web only’ viral marketing campaign supported by a vmailing campaign, as part of the pre-launch promotions for the new Mazda6 car that lands in the UK in July.

This is the first time Mazda has used these online marketing techniques, which aim to increase brand awareness and demand.

DMC is managing, seeding and tracking the viral campaign. It uses a humorous digital video film created by Mazda’s advertising agency, J. Walter Thompson (JWT), specifically for the Internet - the film will not be seen on TV nor made available anywhere else.

The campaign also uses our online tracking system to get real-time accountability of the film’s downloads, views and hotlinks in order to quantify the impact it has on brand awareness.

In addition to the viral campaign, Mazda asked us to manage a complementary vmailing campaign to their customer base. The vmailing uses the skills of email marketing experts Frontwire, video streaming experts StreamCity and Mazda’s Internet solutions company Syzygy. It announces the forthcoming car launch and invites recipients to enter a competition to win one of the new cars. They can also see the viral film streamed online via the vmailing.

Check out the Brats clip at Mazda Movies