• by Fern Siegel , March 28, 2025

Mazda has launched its first creator-led campaign, by Open Influence, to drive attention to "First to the Finish,"  the docuseries that just debuted on Prime Video.

"First to the Finish" provides unprecedented access to the Mazda MX-5 Cup Championship, a racing series for up-and-coming youth racers. The doc follows two female racers and one female team owner as they navigate the demands of professional racing.

The social campaign has enlisted motorsports, lifestyle, and TV review creators, such as  Lauryn (@lldrifts), Arie Luyendyk, Kit Lazer, Mei Mei, Joc to highlight the thrill of the sport.

The content, running both organically and as paid placements, is on Instagram and TikTok.

Creators will give fans an exclusive look into the "First to the Finish" with paddock tours, driver interviews and series reviews.

"Mazda’s campaign is a powerful testament to how authentic storytelling can bring a brand’s legacy to life. This campaign isn’t just about speed — it’s about the relentless drive, resilience and human stories that make Mazda’s motorsports heritage so compelling and a behind-the-scenes look at what it means to chase greatness on and off the track," Lenny Shteynberg, vice president, strategic partnership, Open Influence, told Out to Launch.