Mitsubishi Launches Online Test Drive Campaign
Mitsubishi said today it is hosting an online test drive of its new 2011 Outlander Sport starting November 1st through November 10th .
People in the U.S. who are over and 18 and have a valid driver’s license, can start signing up on October 15 on the Outlander Sport microsite to get a code that can be used to queue for the live test drive.
Using a combination of remote control software and hardware and a system interface, users will be able to drive the Outlander Sport on a closed course from their 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.
Mitsubishi worked with advertising agency 180 LA, digital agency Schematic, production company B-Reel, and Dr. James Brighton (robotics) and Simon Cave (web design), to develop multiple point of view video cameras on the Outlander Sport along with servo motors to control the vehicle and sync it with GPS mapping to allow users to participate via remote control.
“We see this project as part of the ever-expanding blur between the virtual world and the physical world,” said William Gelner, Executive Creative Director at 180 LA.