The viral films, directed by Seamus Masterson and produced by Maverick's Will Jeffery, are called 'Moustache' and 'Parking'. 'Moustache' suggests a clever way of fooling London's Congestion Charge cameras with the new Mazda2. 'Parking' will be released in two weeks. It takes an amusing look at one woman's answer to "white van man" syndrome when parking a Mazda2.
Michael Davey, CRM manager for Mazda Motors UK, said: "We tested the power of online viral marketing through DMC last year in the Mazda6 pre-launch campaign, with great success. So we've included online viral and buzz marketing activity in our latest launch for the new Mazda2. We expect to, again, increase awareness and demand for the new car -- and this time we've commissioned viral film material from Maverick Media specifically for the campaign."
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 campaign is being seeded via DMC's worldwide online influencer network, as well as being featured on www.cosmopolitan.co.uk
"Mazda is using a 'web only' creative strategy this year and our seeding expertise to maximise the viewing and spread of the films, as well as the surrounding buzz for the campaign," said DMC's managing director Justin Kirby. "Our online video tracking system will then provide real-time accountability of the films' views and hotlinks in order to quantify the impact the campaign has on brand awareness."
Surfers can view 'Moustache' or at .
'Parking' will be online in two weeks' time at .
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