Mazda goes online to reach thirtysomething men

LONDON - Mazda has returned to online viral marketing to support the launch of the new addition to the Mazda6 range of cars.

The Mazda6 2.3 four-door Sport is being promoted by film clips at, which target a 30-something male audience by challenging users' driving skills and offering them a competition to win a golfing break at St Andrews.

Using the idea of so-called "advertainment" film content as seen in BMW's online-only short films initiative, the main clip from the viral campaign -- Mazda's third -- features content that features a golfer leaving the course after an apparently disastrous round, having assumed that his golf cart has the same handling as the Mazda6.

Maria McCullough, advertising and communications manager for Mazda Motors UK, explains: "Following on from the success of other viral campaigns we've done, this campaign aims to increase brand awareness and demand for the Mazda6. It provides 30-something males with more 'advertainment' film content that embodies the essence of Mazda, showing how agile the Mazda6 is in everyday situations -- with a twist."

Digital Media Communications is planning, seeding and tracking the campaign. J Walter Thompson London created the content.

"Mazda is using a web-only creative strategy and an integrated promotion to help generate buzz for the campaign with our seeding expertise," Justin Kirby, DMC's managing director, said.

"Our online 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."

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