Mazda bet big on social and email to tap into the classic roadster’s fervid fan base for its first all-digital pre-sale event to build buzz around a line of limited-edition MX-5 Miata cars.
In April, Mazda announced the sale of 100 25th anniversary Miata models at the New York International Auto Show. The brand quickly started churning out Facebook, Twitter and Google Plus posts to point consumers to a microsite where they could sign up to preorder the sporty car beginning on May 20. So, did these organic efforts pay off? Well, orders on the microsite filled up within 10 minutes, indicating that the digital work leading up to the promotion did indeed pan out for Mazda.
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