Mazda Friends of MX-5
Friends of MX-5 aims to increase consumer and customer brand engagement for Mazda across Europe, using primarily Facebook to communicate across 26 Mazda markets.
Exclusive Mazda reward packages and benefits were created as a way of rewarding the enthusiasts through competitions hosted on the Friends of MX-5 Facebook page.
In 2016, the programme also featured a multi-process racing programme incorporating iRacing drivers, national MX-5 race series winners and selected drivers. Through a two-day evaluation challenge, five drivers out of 20 were selected to represent Mazda Motor Europe in the Global MX-5 Cup Invitational at Mazda Raceway Laguna Seca.
The programme was launched mid-2016 and continues to grow, increasing brand exposure and awareness throughout Europe.