DMC has launched a new Mazda ad, in a sixth Mazda online viral and buzz marketing campaign, before it hits TV.

We’re planning, seeding and tracking a new Mazda online viral and buzz marketing campaign, featuring a cheeky, web-first ad created by JWT Europe, to support brand marketing activity for the Mazda3 flagship family car.

Mazda has been at the forefront of online viral marketing since 2002,” commented Mazda CRM Manager Steve Jellis:

This new Mazda3 campaign, our sixth with DMC, aims to raise brand awareness and kickstart demand for the Mazda3 during the run up to the March registration plate change. The campaign provides culture-driving, online viral users with exclusive access to our entertaining new ad prior to its TV release.

The cheeky ad, entitled ‘Little Squirt’, 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. Online clip viewers can hotlink through the ad’s end frame to a Mazda web page where they can find other entertaining Mazda viral films (including the award-winning Mazda2 ‘Women Drivers’). Visitors can also view product information, order a brochure, request a test drive, or locate their nearest Mazda dealer.

Mazda is this time using a web-first creative strategy and our seeding expertise to help kickstart buzz generation as part of a wider marketing campaign. Our online tracking system will also provide real-time accountability of the campaign as it spreads in order to help quantify the viral impact on brand awareness.

Check out the Little Squirt clip at Mazda Movies