Mazda Canada and JWT are just killing it on Instagram, first with their “Long Drive Home” campaign and now with the MX-5 Roadster campaign.
“Long Drive Home”
Mazda Canada took fans on a 4-month virtual road trip on their Instagram channel – telling the story of the brand and featured models in a one-to-one fan interaction, pop culture, events likes Mardi Gras and the Super Bowl, and car performance & capabilities.
After the success of the “Long Drive Home” campaign, Mazda Canada changed from a virtual trip to a virtual magazine cover-like look showing a whole image of the Roadster line supported with facts told in form of short videos which cover the history of design, functional features etc.
The MX-5 Roadster isn’t available for purchase until 2015 and this Insta-collage campaign acts as an initial step in staring a dialogue with the audience before the full campaign kicks off.
Such innovative campaigns are key to engaging the younger audience and who knows what platform will be popular when the car actually launches, so for now Mazda Canada seem to understand what are the trends and how they can leverage it for their marketing. Experience it here http://instagram.com/mazdacanada