Mitsubishi is launching a new campaign called Live Drive, by which they enable people to take a virtual test drive of their cars over the Internet. Now you might think what’s the big deal, it’s a just a simulator. But you see, it’s not! You might take control of the car like a video game, but it’s actually connected to a real car which is remotely controlled by you. That does not make much sense, because as far as you are not in the car to feel the ride and everything, what’s the point of all this complexity?! And God knows how many cars people are going to crash!
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.