The pan-European campaign, which features three viral videos and a microsite, will be supported by an offline poster campaign driving users online.
The push aims to build on the '12-second thriller' theme of the offline campaign, which refers to the fact that the MX-5 Roadster boasts the fastest reclining hard-top in the world, at 12 seconds.
The microsite (www.12second thriller.com) features an interface that lets visitors create a 12-second mini-movie, with 16 possible outcomes from a selection of four genres and four character sets.
Each scene features the new car and shows the driver avoiding menaces such as a Kung Fu warrior.
Users can email or text clips to friends and post them online for the chance to win a prize.
Pieter Dorenbosch, e-business manager at Mazda Motors Europe, said: "The extension of the '12-second thriller' concept online is a great example of how Mazda's agencies are working together on campaigns.
"It is also a result of our greater commitment to digital, with a record percentage of our marketing budget being devoted to digital this year."
The microsite was created by interactive agency Syzygy, while JWT created the viral videos.