Mazda North American Operations expected a surge of traffic on its Web site during a recent digital promotion for its redesigned Mazda6 sedan. So the company, with an assist from a vendor, bulked up its server and computing capacity in advance.
The result? Mazda says its Web site performed swiftly and smoothly during a 53 percent increase in visitors during the company's two-day ad campaign on CNN.com's home page.
Nobody wants a Web site hitch during an important campaign, said Jim DiMarzio, chief information officer of Mazda North America Operations, especially a system overload that might bog down the site or close it to potential visitors.
"If we go down, it's a significant problem," he said.
For three years, Mazda North American Operations has contracted with information technology vendor Rackspace to help build its Web infrastructure, host its Web sites and support the growing MyMazda application, DiMarzio said.
Rackspace dedicates computer servers to Mazda to accommodate 2.1 million unique monthly visitors to Mazda Web sites, said John Engates, chief technology officer at the San Antonio cloud-computing and technical services company.
It also has additional computing capacity that it can temporarily provide for the kind of big-surge campaign that Mazda ran during the CNN home page promotion in June, he said.
During the promotion, Mazda bought so-called takeover ads that dominated CNN.com's home page whenever a visitor went there.
Viewers who clicked on the Mazda6 ads were taken to the Mazda Web site for more information on the vehicle.
Mazda bought the takeover ads on June 6 for CNN.com visitors on desktop and on June 17 for mobile visitors. The ads were seen by 41.6 million people and resulted in 14,329 clicks to Mazda North American Operations on June 6 alone.
The MyMazda mobile app has been downloaded by more than 75,000 users as of July 31, DiMarzio said. He said the app allows users to schedule maintenance for their Mazda vehicles and perform a host of other activities.