Mazda is launching a new microsite today that will unveil the 2016 MX-5 Miata roadster. The site will be tied to Fashion Rocks, a live TV show celebrating the world of fashion and music, that will air on Sept. 9 on CBS to coincide with New York Fashion Week.
The Irvine, Calif.-based automaker is betting on the microsite to target the car's core demographic of fashion and music enthusiasts. Mazda’s MX-5 Miata originally debuted in 1989, and the microsite will include video performances and interviews with band Duran Duran to play up the nostalgia that fans associate with the car. The site also includes content from newer artists like Afrojack and Nico and Vinz as well as some of Mazda’s assets.
During the show (which will take place at Barclays Center in Brooklyn, N.Y.), a second-screen push will let at-home viewers unlock additional Mazda content with the Shazam app.
"From the research we’ve seen, people think our cars are a lot more stylish than some of our competitors, so this was a perfect match in bringing [music and fashion] together," said Russell Wager, Mazda’s vp of marketing.
The campaign includes planned social posts on Facebook, Twitter and Instagram and a media buy with AOL Networks that will run banners and content on sites including Huffington Post and Stylist to drive traffic to the microsite.
TV ads and an eight-page print advertorial in a special collector’s edition magazine from Time Inc.’s InStyle are also planned. The magazine will be sent to InStyle’s 1.5 million subscribers in September.
Mazda has a history of enlisting digital to unveil new car lines. The brand took a similar digital approach earlier this year to sell a line of limited edition MX-5 Miata cars.
"It’s not the car for families—it’s a car to have fun in for a drive up the coast, a drive into the mountains," Wager explained. "This was a way that we could actually bridge the original 25 years ago car with today."