Mitsubishi wants people to take notice of its 2011 Outlander Sport. There will be traditional print and television ad campaigns, but the automaker is also exploring new ways of reaching new car buyers. Through its creative agency 180 LA, Mitsubishi plans to put a bunch of car shoppers behind the wheel of the new crossover. Not literally, but virtually.
The automaker is rolling out its Mitsubishi Live Drive campaign that puts drivers behind the wheel of an actual Outlander Sport. They won't be sitting in the vehicle but instead they'll be in front of a computer. The CUV will be controlled remotely via users on the Internet. While we don't want to be anywhere near the car when this is happening, it's certainly a novel re-imagining of the test drive concept.
The Mitsubishi Live Drive event kicks off November 1, 2010 and runs through November 10. If you're interested in testing out your computer driving skills, you can sign up starting October 15 at OutlanderSport.com. In the meantime, you can catch a sneak peak at what's in store by viewing the video and official press release after the jump. Thanks to everyone for the tips!
Photos by Damon Lavrinc / Copyright ©2010 Weblogs, Inc.
[Sources: Mitsubishi, AdWeek, YouTube]
The All-New 2011 Mitsubishi Motors Outlander Sport is Set to Become the 'World's First Online Test Drive'
CYPRESS, Calif., Oct. 7 /PRNewswire/ -- Starting November 1st and continuing through November 10th, 2010, Mitsubishi Motors North America, Inc., (MMNA), will host Mitsubishi Live Drive, the World's First Online Test Drive of an actual vehicle utilizing interactive remote control of the company's latest automotive creation, the all-new 2011 Outlander Sport.
Residents of the United States who are 18 years and older with a valid driver's license will be able to register to have the chance to take a virtual jump behind the wheel to drive the all-new, affordably-priced 2011 Mitsubishi Outlander Sport, a handsome and sure-footed 5-passenger compact crossover vehicle (CUV) with numerous available high-tech features normally associated with expensive high-end vehicles that starts at only $18,495. Available amenities include a panoramic sunroof with LED accent lighting; a 710-watt Rockford-Fosgate® sound system with 10-in. subwoofer; a 40GB HDD DVD-based navigation system with a large, 7-in. touch-screen, real-time traffic and storage for up to 3,000 songs; a quick-shifting continuously-variable transmission (CVT) with magnesium-alloy steering column mounted paddle shifters; One-touch Start/Stop (OSS) engine switch; and an electronically-controlled All-Wheel Control (AWC) system, to name but a few.
Using a combination of remote control software and hardware and a unique system interface, participants will be able to take an actual 2011 Outlander Sport for a virtual spin on a closed course from their personal computers. "We have worked hard to devise a truly innovative marketing campaign utilizing cutting edge technologies to recreate a genuine Mitsubishi-experience that engages consumers upfront about the new 2011 Outlander Sport and the Mitsubishi Motors brand," said Gregory Adams, Vice President of Marketing MMNA. Working with our creative advertising agency 180 LA, our digital agency-of-record, Schematic, a WPP company, and partners B-Reel, a leading production company that specializes in superlative media for television, digital signage and internet campaigns, and world-renowned experts Dr. James Brighton (robotics) and Simon Cave (web design), this team has combined multiple point of view (POV) video cameras onboard the Outlander Sport, advanced electronic receivers and state-of-the-art servo motors to control the vehicle's dynamics and sync it with precision GPS mapping to allow participants the remarkable opportunity to drive Mitsubishi's hot new crossover via interactive remote control.
"We see this project as part of the ever-expanding blur between the virtual world and the physical world," noted William Gelner, Executive Creative Director at 180 LA. "A prime example of how technology continues to evolve the way we approach even the simplest experiences, like test-driving a car."
The online test drive is part of an integrated marketing effort that kicks off October 15th through January and includes television, print, digital and direct mail.
Participants will enjoy the feeling of literally being in the driver's seat. This experience gives the driver almost total control over the Outlander Sport. Drivers will be able to experience many of the Outlander Sport's deluxe features while performing the test drive, plus enjoy the challenge of collecting vehicle "feature pods" while learning about this crossover's cool tech features and amenities.
Those wanting to participate in the World's First Online Test Drive can start signing up on October 15 at the car's microsite, www.outlandersport.com, to obtain a code that can be used to queue for the live test drive on opening day, November 1st.
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing, research and development operations for Mitsubishi Motors in the United States. MMNA sells coupes, convertibles, sedans, sport utility vehicles, and light trucks through a network of approximately 400 dealers. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.
SOURCE Mitsubishi Motors North America