We’re planning, seeding and tracking Mazda’s latest online viral and buzz marketing campaign worldwide.

We’ve launched a new Mazda international online viral and buzz marketing campaign - our fifth for the brand - featuring a web-exclusive film created by Attaboy TV, to support brand marketing activity for the new Mazda3.

Steve Jelliss, CRM Manager for Mazda Motors, explains:

Since getting in at the forefront of online viral marketing with DMC in 2002, we’ve undertaken a series of campaigns that have proven their value in providing high brand exposure to a wide-as-possible audience, and ultimately contributing to car sales. This latest campaign aims to increase general brand awareness and demand for the new Mazda3. It provides the culture-driving, online viral audience with an entertaining film clip that suggests that improving your surroundings needn’t stop at upgrading your car.

The clip, called ‘Megawash’, was conceived, directed and produced by Attaboy TV, London. It features a dull couple in a clapped out old car driving into a carwash. They select the ‘megawash’ option and are amazed at the results achieved - their car is transformed into a shiny new Mazda3. This gives them an idea about another upgrade they’d like to make … to each other. (Two versions of the clip are available, with alternative ‘guys/girls’ endings.) Viewers can hotlink through the clip’s end frame to a Mazda web page where they can download the alternative version, take a virtual tour through the car, check out technical specifications and order brochures, as well as request a test drive.

The international campaign was launched simultaneously in Australia and the UK. It’s being seeded via our worldwide online influencer network, as well as being featured on lifestyle, automotive and sport web sites. Our online film-tracking system will also provide real-time accountability of the ad’s views and hotlinks as it’s passed around, in order to help quantify the impact the campaign has on brand awareness.

Check out the Megawash Guys and Megawash Girls clips at Mazda Movies