London’s DMC has launched a new international online viral and buzz marketing campaign for Mazda- their fifth for the brand – featuring a web-exclusive film created by Attaboy TV, to support brand marketing activity for the new Mazda3.
The clip features a sad looking couple in a beat up old car driving into a carwash. They select the ‘megawash’ option and are quite suprised at the results – their car is transformed into a shiny new Mazda3. Of course, this gives them an idea about another upgrade they’d like to make to each other. In a shocking display of political correctness rarely seen on British soil, two version of the spot have been created to serve both sexes equally.
Viewers can link 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 campaign was launched simultaneously in Australia and the UK today. It’s being seeded by DMC’s online influencer network, as well as being featured on lifestyle, automotive and sport web sites. The 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.
