Mazda Canada wanted to set itself apart from the other car brands on Instagram and with the help of Toronto's JWT agency, they were quite successful at doing so, as well as taking fans along for a fun ride.
For the past four months, the Mazda Canada Instagram account has been hosting a virtual road trip, which took advantage of Instagram's grid view. Instead of uploading boring beauty shots and event photos, Mazda Canada creatively had these worked into illustrations. The winding 'Long Drive Home' campaign also featured unique coverage of the Toronto Auto Show and interacted directly with Instagram followers with messages to them on road signs.
As much as a road trip is about the journey, the destination is the ultimate goal. To conclude the campaign, Mazda drove a brand new car to one of its followers in real life and handed them the keys.
Stats for Social Road Trip Campaigns
Trending: Older & Warm
Research: 1,154 clicks in 105 w
Interest: > 3 minutes
Concept: "mazda Canada"
Related: 94 examples / 72 photos
Segment: Males, 12-35
Comparison Set: 34 similar articles, including: app-imitating street art, insta-wreckage auto ads, and online social photography collections.
Social Road Trip Campaigns
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