Unveiling the Mazda CX-50 with an Immersive Web Debut
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Project Overview
Exploring the First-Ever CX-50 in 360 Degrees
To provide customers an immersive way to engage and connect with the Mazda brand and learn about the all-new CX-50, Subvrsive collaborated with Garage Team Mazda to create an interactive web experience that invited people to explore the vehicle inside and out while immersed in the sights and sounds of nature.
Idea
Bridging the Physical with the Digital
Mazda’s all-new crossover SUV was categorically designed to bring drivers deeper into the great outdoors. So, when Mazda introduced the CX-50 last March, they did so with an OOH campaign that brought serene glimpses of nature straight to the bustling streets of NYC.
Every billboard and city bench advertisement included a scannable QR code leading users to an immersive web experience that served as the heart of the campaign. There, urbanites could take a break from the hustle and bustle of the city to explore the new vehicle in its natural element.
Work
Engagement Grounded in Tranquility
Once ushered into the website, users could explore by selecting interactive hotspots thoughtfully placed throughout the vehicle’s exterior, interior, and cargo space. Each zone engaged users by detailing the CX-50’s state-of-the-art features and drove home the message of the campaign: we’re more human in nature.
Feature
360° Ride-Along Videos
The interactive website also featured two 360 videos, which we created in collaboration with Camp4 and VMLY&R to fuel the social media portion of the campaign. The first film invites viewers to connect with nature and take a ride with whitewater kayakers while learning more about the all-new crossover SUV. The second invites viewers to ride along with gravel cyclists to do the same.
These ride-along encounters with the kayakers and gravel bikers are more than just commuting to a couple of virtual thrill rides. By becoming a literal passenger in their CX-50s, users are exposed to the best of what the vehicle has to offer.
Opportunity
Immerse Your Audiences
Brands looking to engage their audiences in an omnichannel world needn’t look at physical campaigns and digital campaigns as two separate things.
This campaign—featuring the immersive website and NYC billboard takeovers—bridged the physical with the digital. By placing QR codes on large-scale physical activations, Mazda was able to transport people from the bustling streets of New York to the tranquility of a Portland forest for an immersive journey they won’t soon forget.
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