Following a successful trial with its RX-8 sports coupe launch campaign last November, Mazda UK has purchased an annual license from inbound short message service (SMS, aka text messaging) supplier Txt4 to process incoming responses for the launch of the new 3. Mazda’s main objective for the campaign is to build a database of email contacts.

In an initial ‘teaser phase’, 60,000 unbranded postcards have been sent to three target groups, inviting a text message response. Respondents receive an email linked to a micro-website for the new car.

Three keywords for the different target groups allow Mazda to track responses through the system while supporting advertisements in national press and motoring magazines also invite text message responses.