We’ve launched the new Mazda RX-8 online viral and buzz marketing campaign using an amusing film by Maverick.

We’re planning, seeding and tracking an international Mazda online viral and buzz marketing campaign for the Mazda RX-8, using a viral film conceived and produced by Maverick Media.

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

Following the success of other online viral campaigns we’ve done with DMC using Maverick content, this campaign aims to increase brand awareness and demand for the new Mazda RX-8 - which has already generated backorders dating to February 2004! The campaign provides 30+ males with ‘advertainment’ film content that highlights the unique design features of the new sportscar while turning the tables on over-zealous parking wardens in a lighthearted way.

The international campaign was launched through DMC’s offices in the UK and Australia first, followed by Europe.

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.

The viral film clip, ‘Venus Flytrap’, was directed by Seamus Masterson and produced by Maverick’s Will Jeffery. It features a parking warden taking great pleasure in ticketing a gleaming, conspicuously parked Mazda RX-8 - only to fall into the trap as the four-door sports car’s unique freestyle doors spring into action. Viewers can hotlink through the film’s end frame to a web landing page where they can take a virtual tour through the car, try out different colour schemes, request a test drive, order brochures and more.

The campaign is being seeded as advertainment content via DMC’s worldwide online influencer network, as well as being featured on lifestyle and sports web sites. Our online film-tracking system will also provide real-time accountability of the film’s views and hotlinks in order to quantify the impact the campaign has on brand awareness..

Check out the Venus Fly Trap clip at Mazda Movies