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.
Social Road Trip Campaigns
Mazda Canada's 'Long Drive Home' Had a Terrific Journey & Destination
Trend Themes
1. Virtual Road Trips - Virtual road trip campaigns allow brands to offer unique and engaging experiences while utilizing social media platforms like Instagram to showcase the journey and interact with followers.
2. Personalized Giveaways - Giving away a product to a follower or consumer at the end of a campaign can generate excitement and loyalty.
3. Illustrative Advertising - Using illustrations in advertising offers a unique and creative way to showcase a product or service, standing out against traditional photo and video campaigns.
Industry Implications
1. Automotive Industry - The automotive industry can use virtual road trips and personalized giveaways to create buzz and engagement around new car model launches and connect with potential customers on social media.
2. Marketing and Advertising Industry - Using illustrative advertising in campaigns can help advertising agencies create unique and engaging content for their clients that stands out in a crowded market.
3. Social Media Industry - Social media platforms like Instagram can offer new and unique opportunities for brands to showcase their products and services, while connecting with their followers and potential customers.