Our eighth Mazda online viral and buzz marketing campaign pre-launches a titillating new TV ad called ‘Mannequin’.

We’ve launched our eighth Mazda online viral and buzz marketing campaign, featuring a web-first ad created by JWT Germany that - literally - points out the sex appeal of the new Mazda5 C-MAV.

As Mazda UK Advertising Manager Melanie Sroczynski explains:

Mazda has been at the forefront of online viral and buzz marketing since the 2002 launch of our first campaign ‘Brats’ - which is still generating online views and driving traffic to our web site. The new Mazda5 campaign extends one of our core viral marketing strategies: pre-launch brand marketing activities for TV ads. It enables online visitors of specialist viral and entertainment sites to get exclusive access to the entertaining new Mazda5 ad prior to its mainstream TV release at the beginning of August.

Online viewers can hotlink through the ad’s end frame to a Mazda web page where they can find other entertaining Mazda viral films, including Brats. Visitors can also view product information, order a brochure, request a test drive and locate their nearest Mazda dealer.

We carried out strategic planning for the campaign and we’re seeding it via our online influencer network, which includes features on lifestyle and sport web sites.

The campaign aims to raise brand awareness, generate buzz and kickstart demand for the Mazda5 prior to the mainstream marketing campaign launch. Our online tracking system will help quantify the campaign’s impact on brand awareness and response by providing real-time accountability of the buzz news uptake and clip interaction.

You can see the ‘Mannequin’ ad on the Lycos Viral Chart here

If you would like to find out more about the campaign or would like to know more about our connected marketing services, please contact us