History Making Mitsubishi Motors' Live Drive Consumer Outreach Creates 5,000 Test Drives and a Guinness World Record

CYPRESS, Calif., Nov. 19, 2010 /PRNewswire/ -- The Mitsubishi Motors North America Outlander Sport Live Drive Campaign, which concluded on November 11th, provided virtual test drives to nearly 5,000 consumers and also earned a spot in the Guinness Book of World Records. Guinness World Records confirms that MMNA has achieved a new world record for the furthest distance driven by an online controlled vehicle in 24 hours – 91 miles.

(Photo:  http://photos.prnewswire.com/prnh/20101119/LA05292-a)

(Photo:  http://photos.prnewswire.com/prnh/20101119/LA05292-b)

The world record is the result of MMNA's latest marketing collaboration with creative agency of record, 180 LA.  The Mitsubishi Live Drive was the World's First Online Test Drive that gave drivers an unprecedented interactive experience to remotely test drive a real 2011 Outlander Sport from the comfort of their own home using the keyboard on their computer and an internet connection.  

"We ad people often talk about doing ideas that are world firsts," notes William Gelner, Executive Creative Director at 180 LA.  "Few can actually say that the Guinness World Records team showed up to witness. This is a huge honor."

In addition to the world record, over an 11-day period that spanned from November 1 to 11, the groundbreaking project encompassed:

• Over 40,000 registrants;
• Nearly 5,000 drivers from all 50 states test drove the vehicle;
• 38 people spent their entire online drive doing donuts; and
• 11 participants chose to enjoy their entire drive in reverse driving backwards.

"With almost 5,000 test drives, this program has gained wide acceptance from our dealer body, consumers, and the general public, not only improving brand awareness, but also driving consumer traffic," noted Gregory Adams, Vice President Marketing for MMNA.  "The use of this technology is an innovative means of communicating the standout features of the new Outlander Sport.  Not only has Live Drive helped enhance the brand's perception, but the campaign has enhanced the longheld favorable marriage between technology and our advanced products such as our feature-rich lineup of Lancer vehicles."

MMNA assembled the most talented technology leaders from the automotive engineering, marketing and interactive worlds to make the project possible.  The project concept was created and led by 180 LA and included interactive partners B-Reel, and world-renowned robotics expert and automotive engineer, Dr. James Brighton (a frequent guest on Mythbusters and Top Gear). Brighton custom-built an in-car robotics system that controlled the steering, gear changes, acceleration and braking while B-Reel created software to connect the automotive robotics using driver input from the Internet. B-Reel created the website that allowed users to remotely test drive the vehicle while MMNA digital agency-of-record Schematic developed the Outlander Sport microsite which drove pre-event buzz and created banner ads to drive online sign-up.

Once in the "driver's seat," participants were able to steer and brake the car in real-time with only their computer keyboard, while taking in the live-streaming view out the front windshield.  The whole experience was enhanced by audio of the Outlander's revving engine or consumer-selected music tracks.  To ensure that drivers didn't steer the Outlander out of bounds, the vehicle's whereabouts were constantly tracked using three laser-based GPS systems from Japanese company Topcon.

About the 2011 Mitsubishi Outlander Sport

The all-new, affordably-priced 2011 Mitsubishi Outlander Sport is 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.

About Mitsubishi Motors North America, Inc. (MMNA)

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.

About 180 LA

180 (www.180LA.com and www.180amsterdam.com) is an international creative agency with offices in Amsterdam and Los Angeles. 180 employs 225+ people from over 32 countries. 180's client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Boost Mobile, Mitsubishi Motors North America, Amstel Beer, HBO, Eli Lilly, Sauza Tequila, Western Union, DHL and Omega Watches. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design and advertising.

SOURCE Mitsubishi Motors North America, Inc.