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CASE STUDY
CASE STUDY
OBJECTIVE
OBJECTIVE
Launch Mazda's subcompact car, the MAZDA2, to a younger consumer (21–30 years) who is difficult to reach via traditional media and consumes media on their own terms.
STRATEGY
STRATEGY
Mazda looked to gaming and music to reach this audience but modest budgets eliminated huge acts. We identified Mayer Hawthorne as a hip, emerging, independent artist that fit the Mazda brand. We sent him on a 32-city national music tour with a Mazda2, meet and greets with fans, tactful onsite branding, personalized giveaways, a staff of 4 and an abundance of content for social sharing.
ROLE / AGENCY
ROLE / AGENCY
Producer / Rebel Industries (Independent lifestyle marketing agency)
TACTICS
TACTICS
The tour was promoted through partnerships with SPIN, Flavorpill, Karmaloop and UStream, press, paid display and social, college networks, radio giveaways and interviews and local street promoters.
Meet and greet guests received a VIP branded laminate and arrived at the entrance with a Mazda2 featuring the tour name. Mayer Hawthorne signed branded tour posters during the catered event. All guests were able to enjoy our photobooth, customize and order (no cost) a shirt based on artwork designed by Option-G who created an animated tour video. Weekly video recaps were produced and distributed on YouTube by our traveling video crew that guests began to seek out for inclusion.
RESULTS
RESULTS
Positive sentiments for the brand in press and blog coverage. Guests enthusiastically expressed gratitude for the brand on social media. Mazda showed a 700% Social Media growth across YouTube, Facebook and Twitter, reaching milestones ahead of pre-tour pace. You can see the full recap here and snippets from the recap below
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