goal_ be the most-remembered brand at sxsw role_ concept + copy
CONNECT WITH FRIENDS
SXSW attendees face three challenges: find their friends, get around, and make sure their phone doesn’t die in the process.
So we set up massive charging stations at every one of our activations and provided a free shuttle service—in new Mazdas of course. Butts in seats, y’all.
And not only did the giant Meet @ Mazda sculpture provide an easy place to locate wayward friends (year after year), but it also ushered Mazda’s presence into countless Instagram photos.
CONNECT WITH tech
At Mazda FTW! fans got a sneak peek at the new Forza Horizon DLC and dueled it out in custom MX-5 racing sleds. Fans also got a chance to meet Forza Horizon racing legends during our livery contest winner announcement.
At Mazda Sound Lounge and Hype Hotel, we combined the key elements of SXSW—music, interaction, and technology—to transform a Mazda3 into an interactive musical instrument and light show. By tapping on different parts of the car, curious attendees could create musical notes and engage with a car in a way they never had before.
CONNECT WITH ARTISTS
We invited musicians and bands to interact with our musical Mazda3, and we even filmed a segment with Robert DeLong and Guillermo at our Mazda Sound Lounge for Jimmy Kimmel.
We also invited artists to stop by the Mazda #HYPEON Influencer Lounge after their performances for exclusive interviews and more behind-the-scenes moments.
CONNECT WITH VIP PERKS
We dialed up the excitement across our activations with daily scavenger hunts. The first ten attendees to post selfies with all of the daily items won premium gear like Bose headphones, VIP passes, and more.
RESULTS
10x more shares than any other brand at SXSW
MORE leads than any prior Mazda event
2.7x over benchmark for shared content
12% lift in brand perception
235% social impressions goal
36% over benchmark for media CTR
