DMC launches its second online viral and buzz marketing campaign for Mazda to support the European release of the new Mazda2.

We’re planning, seeding and tracking an online viral and buzz marketing campaign with content by Maverick Media to support the European launch of the new Mazda2 car.

Michael Davey, CRM Manager for Mazda Motors UK, said:

We tested the power of online viral marketing through DMC in the 2002 Mazda6 pre-launch campaign, with great success. So we’ve included online viral and buzz marketing activity in our latest launch for the new Mazda2. We expect to, again, increase awareness and demand for the new car. This time we’ve commissioned viral film material from Maverick Media specifically for the campaign

The viral films, directed by Seamus Masterson and produced by Maverick’s Will Jeffery, are called ‘Moustache’ and ‘Parking’. ‘Moustache’, released first, suggests a clever way of fooling London’s Congestion Charge cameras. ‘Parking’, released two weeks later, takes an amusing look at one woman’s answer to ‘white van man’ syndrome when parking.

The films drive viewers to relevant Mazda2 web pages where they can take a virtual tour through the car, try out different colour schemes, request a test drive, order brochures and more.

Mazda is using a ‘web only’ creative strategy and our seeding expertise to maximise the viewing and spread of the films, as well as the surrounding buzz for the campaign. The campaign is being seeded via our worldwide online influencer network, as well as being featured on www.cosmopolitan.co.uk. Our online video tracking system will provide real-time accountability of the films’ views and hotlinks in order to quantify the impact the campaign has on brand awareness.

Check out the Parking and Moustache clips at Mazda Movies