Thrill Ride Challenge' Offers Virtual Races on Roads Around the World
DETROIT (Adage.com) -- Mitsubishi Motors North America next week will launch an online digital game to promote the introduction of its redesigned 2006 Eclipse, a Mitsubishi spokeswoman said.
Six roads
Called the "Thrill Ride Challenge," the game is a virtual timed driving race on one of six roads from around the world. It will be promoted through Aug. 15 on Yahoo and a variety of sites including ESPN.com, Yahoo Autos, Edmunds.com, KellyBlueBook.com, AOL Autos, MSN, MP3.com, Gamespot.com and iFilm.com.
The special Yahoo promotion will include a take over of the home page on June 15, during which visitors will be greeted by a Eclipse driving across the screen to promote access to the game.
The participant with the best time each week will win a Mitsubishi flat screen TV or an Apple iPod.
Mitsubishi expects the one-day Yahoo takeover to generate 20,000 leads from prospective Eclipse buyers from the 100 million impressions, the spokeswoman said.
Organic and BBDO
Omnicom Group's San Francisco interactive agency Organic worked with the automaker's creative agency, sibling BBDO North America, to develop and create the promotion, Mitsubishi said. BBDO created the tagline "Driven to Thrill" as the ad campaign's umbrella theme for the brand.
