We created The Sound of Tomorrow: the first dance track drifted by a car. To make this possible we built a gigantic record player and used the agile Mazda MX-5 as the needle. The more precise the car drifted, the better the track played.

A professional stunt driver drifted the car around on the record while Tomorrowland DJ Licious gave directions and recorded the song. Thanks to 3D mapping and tracking technology every movement was registered. By drifting over the right lines of the record at the right speed, the song was played perfectly. After a lot of burnt rubber the Mazda MX5 remix was recorded. Then the track was released on the festival by Tomorrowland Dj Licious, spread online through a music video and offline through vinyl records. Before we released the final track, we also posted three ‘failed’ drifts on a website. If people could guess the track they could win festival tickets.

Over 400.000 people (that’s twice the number of visitors of Tomorrowland) listened to our track and experienced the new face of Mazda through the partnership with Tomorrowland. Thanks to the stunt, our influentials and our vinyl record press releases we received qualitative PR-coverage, ranging from specialised automotive and electronic music press to mainstream media (8,5 million impressions). The campaign scored over 90% likeability and led to 81,4% brand appreciation, measured within our younger target group of 18-35, a group that before considered Mazda to be a brand for older people.