Four Creative Marketing Campaigns JD Has for Mazda’s New Car Release

Four Creative Marketing Campaigns JD Has for Mazda’s New Car Release

by Vivian Yang and Rachel Liu

For 2021, Mazda has decided to express a “stand-out” attitude through its new CX-4 SUV that caters to the younger generation’s pursuit of fashion and personality. To prepare for its release, Mazda joined hands with JD.com to create a number of brand-new marketing activities at the end of this August.

For starters, JD’s online and offline networks will provide multiple touch points for customers. Leveraging the digital payment screens in JD’s offline convenience stores, customers can scan the QR code from the screen to join Mazda’s mini-app while they shop for groceries. On the mini-app, they can play games, win gifts and become fans of the brand.

JD Logistics provides another opportunity for engagement between the brand and its customers. A batch of standard JD delivery boxes could be folded into a CX-4 car model after consumers receive their orders. Again, they can scan the QR code on the boxes and join more online activities.

Thirdly, JD hand-picked four other premier brands in other categories that share similar characteristics as Mazda’s new edition. They are: China’s leading sports brand Li-Ning, cell phone maker Xiaomi, high-end mineral water brand Voss, and JD’s creative design product brand JOY STUDIO. Products from this brand alliance will be presented on the dedicated Mazda CX-4 page to gather more like-minded customers and better provide them with tailor-made interactions and shopping benefits.

Following a celebrity-filled Mazda livestream event on JD Live on August 21st, Mazda’s AR experience space will be launched on JD’s app on August 26th. It will include several online games such as car-racing competitions, car painting games and a modern music museum.

JD and Mazda also worked together during COVID-19 to provide health related support to Mazda customers. Mazda customers can come to JD and play a simple game to win the online medical consultation and health checkup sessions or healthcare products. JD has also launched a Mazda accessories first-party section on its platform to provide auto parts and accessories to JD customers.

 

(yanghan6@jd.com; liuchang61@jd.com)

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