Digital Media Communications (DMC) is planning, seeding and tracking Mazda’s latest online viral and buzz marketing campaign worldwide, released today with a web-exclusive film created by Attaboy TV, to support brand marketing activity for the new Mazda3.

Steve Jelliss, CRM Manager for Mazda Motors UK, explains: “Since getting in at the forefront of online viral marketing with DMC in 2002, we’ve undertaken a series of campaigns that have proven their value in providing high brand exposure to a wide-as-possible audience, and ultimately contributing to car sales. This latest campaign aims to increase general brand awareness and demand for the new Mazda3. It provides the culture-driving, online viral audience with an entertaining film clip that suggests that improving your surroundings needn’t stop at upgrading your car.”

The clip, called ‘Megawash’, was conceived, directed and produced by Attaboy TV, London. It features a dull couple in a clapped out old car driving into a carwash. They select the ‘megawash’ option and are amazed at the results achieved – their car is transformed into a shiny new Mazda3. This gives them an idea about another upgrade they’d like to make … to each other. (Two versions of the clip are available, with alternative ‘guys/girls’ endings.) Viewers can hotlink through the clip’s end frame to a Mazda web page ( where they can download the alternative version, take a virtual tour through the car, check out technical specifications and order brochures, as well as request a test drive.

The international campaign was launched in the UK and Australia today. It’s being seeded via DMC’s worldwide online influencer network, as well as being featured on lifestyle, automotive and sport web sites.

“Mazda is using a web-exclusive creative strategy and our seeding expertise to help generate buzz and to kickstart the campaign’s viral spread,” said DMC’s managing director Justin Kirby. “Our online tracking system will provide real-time accountability of the film’s views and hotlinks as it spreads in order to help quantify the impact the campaign has on brand awareness.”

You can see Megawash at:



About DMC (

Founded in 1994, DMC are the online viral and buzz marketing experts, with offices in the UK and Australia.

They have successfully completed over 500 online marcoms projects including branding campaigns and tactical promotions for the likes of Baileys, Burger King, Ben & Jerry's, Coca Cola, Mitsubishi and Powergen.

Since January 2000, they have specialised in viral and buzz marketing for major brands, including Diesel, EA Sports, Eidos, Levi’s, Mates, Mazda, MTV, Sony Ericsson, Ubi Soft, Virgin and Xbox.

If you would like further information about DMC and their clients, or wish to interview Justin Kirby, please call 020 7544 1305.

About Mazda
For further information please contact:
Graeme Fudge
PR Manager
Tel: 01322 622 691

About Attaboy TV Limited (
Attaboy has been producing high quality broadcast television since 1997 when it was founded by Daniel Allum and Michael Wood. The company has earned a reputation for producing fun and stylish programming on a variety of budgets, and is listed as one of the UK’s top 100 companies in both Televisual and Broadcast magazine league tables.

For further information contact Daniel Allum or Michael Wood on 020 7740 3000.

Published on: 12:00AM on 9th March 2004