Mazda announced a tie up with Facebook last week to find out whether location-based marketing can help to sell high-value products.
In a brave move, the car manufacture became one of the first high-end brands to sign up to Facebook Deals, the social networking site’s mobile scheme that aims to reward users when they ‘check in’ at retail partners.
Mazda, of course, aren’t the first company to test the water: Starbucks, Yo! Sushi and Benetton have already dipped their respective toes in the waters, but Mazda are the first company to participate with potential deals of over £1000. The point of the tie in is to encourage Facebook users to test drive a Mazda and hopefully this will result in additional sales.
Mazda will use Facebook Deals initially to sell 100 of its MX-5 models before the deadline of 7 March. The hope is that this tie-up will generate more online action and greater publicity, which ultimately then translates into more offline transactions.
All potential customers can obtain a 20% discount by checking in at one of five participating Mazda UK dealerships.
On top of this Mazda hopes to rack up further publicity by entering participating Facebook users into a competition that could see them win the use of an exclusive Mazda MX-5 Miyako Special Edition for a five month period.
At this stage the trial is experimental and will ultimately be judged on its success. Clare Andrews, marketing director at Mazda UK clarified the company policy, stating: “we want to establish a time frame to assess the success (or otherwise) then we’ll decide whether to take it further.” The offer will coincide with the launch of the new Mazda Facebook page – Experience Mazda. Will this, I wonder, be the catalyst for other companies hoping to seal big-money deals to jump on the social location-based marketing bandwagon?