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Most Creative Use of Media: Small Budget (under USD or CAD 1,000,000)

The Live Stream




information

Mazda


VML Seattle


For the launch of the new Mazda CX-50, their first vehicle inspired by nature, Mazda engaged their audience in the most unexpected way – without showing or talking about the vehicle at all. Introducing The Live Stream. A 50-hour livestream… of a live stream. Unannounced, the brand’s channels simultaneously went live across YouTube, Instagram, Facebook and Twitter, broadcasting the sights and sounds of mother nature to social feeds around the world in real time.


Mazda isn't known for outdoor-centric vehicles so our challenge was finding a way to resonate with an audience that had traditionally overlooked the brand in a category dominated by noisy, off-road footage.


34 million viewers took a break from scrolling to experience the restorative effects of nature just by watching. No added effects. No distracting messaging. Only the soothing sights and sounds of nature. Viewer sentiment was overwhelmingly positive. The Live Stream was the longest continuous streaming event to ever appear on the YouTube Masthead, translating to 26 million impressions. Over 2,500 Twitter viewers watched for longer than 30 minutes. In total, viewers across platforms watched The Live Stream for more than three million total minutes.


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credits

Debbi Vandeven


John Godsey


Glen Scott


Ben Carmean


Gary Schroer


Seth Hoercher


Debi Sicoli


Justin Ivey


Rachel Beecroft


Ivy Everitt


Ivy Gao


Isabel Burton


Lauren Kimak


Wes Van Horn


Zac Maur


Bita Porubsky


Chelsie McCullough


Henry Han


John Peterson


Abel Jiminez


Ashley Naipohn


Rob Loud


Bobby Ruple


Courtney Mollett


John Abel


Chris Hill


Anson Fogel


Meredith Hodder



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