Mazda is buckling up for the celebration of its recently produced one-millionth Mazda MX-5 Miata by taking the vehicle on an 18-stop United States tour this August and enabling fans to track the convertible?s whereabouts through email and a mobile-optimized site.

Mazda, which manufactured the one-millionth Miata model this past April, is seeking to connect with car enthusiasts across the country by embarking on a whirlwind tour beginning at Mazda Raceway Laguna Seca on August 18. Individuals unable to attend one of the tour stops this summer will be able to follow the vehicle?s journey by tuning in via social media and receiving updates on a mobile-optimized microsite.

?Particularly for passionate Miata owners, this gives them the opportunity to both follow along with the journey and possibly bridge the digital world with the analog one, should they be able to make one of the tour stops,? said Eric Franchi, co-founder of Undertone. 

A cross-country roadster
The one-millionth MX-5 vehicle will kick off its U.S. tour at the Monterey Motorsports Reunion, taking place from August 18 to 21.

The Miata will travel cross-country to 18 stops, which were selected based on sales history and interest from owners? clubs, before making its way once more to the Mazda Raceway Laguna Seca on October 1 and 2.

The tour was organized to reward and symbolize the spirit and innovation that propels the Mazda brand. The first 240 fans and car owners to arrive at each tour stop will be able to sign the one-millionth Miata. Meanwhile, 400 attendees will be gifted with a celebratory t-shirt.

The U.S. city stops include New York, Chicago, Dallas, Los Angeles, Indianapolis, Atlanta and Charlotte.

Mobile-savvy fans wanting to stay updated on the Miata?s whereabouts will be able to receive timely information via the InsideMazda.MazdaUSA.com microsite. There, consumers will have the opportunity to track the roadster?s exact location. Updates will be distributed through email as well.

Additionally, fans will be able to join the excitement surrounding the tour by following the #LongLiveTheRoadster, #MX5 and #Miata hashtags on social media.

Consumers generally respond positively to real-time campaigns with strong social media components.

Earlier this year, fast-food chain Bojangles hoped to drive sales ahead of the Super Bowl through a publicized road trip to support the Carolina Panthers, during which fans could request a stop in their town through social media (see story).

Polishing up mobile strategies
Mazda?s fairly quiet year on social media is coming to a close with the introduction of this campaign. By promoting social engagement on Twitter and Facebook ? as well as in-person interactivity at the tour stops ? Mazda is well-poised to regain some of its mobile footing and reach a wider range of consumers.

A slew of other automotive marketers have been putting mobile in the front seat when it comes to promotional opportunities.

ExxonMobil is investing further into its relationship with NASCAR to promote its Mobile 1 oil with a unique mobile video campaign that continues its episodic comedy series and launches a live-stream of a virtual race (see story).

Additionally, Honda recently revamped its about Web site with a mobile-first design that provides a seamless experience for on-the-go consumers interested in real-time information (see story).

?Auto enthusiasts love to show off their vehicles and interact with other like-minded enthusiasts on social media,? Mr. Franchi said. ?It's the ideal place to build brand affinity.?