Mitsubishi: Great Viral Campaign ‘On Your Mark’

Written by Igor Beuker on October 18th, 2008 | 1 comment

Mitsubishi Motors celebrates the pan-European launch of their new Lancer Sportback and New Colt in a fully overboard and spectacular viral campaign On Your Mark. See the hilarious game trailer below…

The Japanese game show honors a typical Japanese phenomenon: An outrageous game show. Host Koichi Koga welcomes you as the star of the show, where you are in the driver’s seat of two over-the-top games: Colt Curling and Lancer Loop. How far can you get in the Japanese game show, extremely sponsored by Mitsubishi?

The On Your Mark Contest invites participants throughout Europe to make real Mitsubishi marks. To enter the contest and win a new Mitsubishi car you have to mark a spot on an interactive map.

However, to win a even more luxurious car, you’re asked to upload a photo or video of your Mitsubishi mark to On Your Mark. A jury of 3 professionals will choose the most creative entries and reward them with the new Mitsubishi Lancer Sportback or Colt.

Over 40 Mitsubishi’s in more than 20 countries will be given away throughout Europe. And I think this are incentives that really make consumers run faster. Because digital consumers have all won that promotional t-shirt and are not impressed by goodies anymore. Marketers that really want to impress their target consumers need to think bigger nowadays.

We all know that many brands try to be viral, but then don’t dare to go fully overboard. I feel that Dutch agencies Lost Boys and Oer have really taken Mitsubishi to the next viral levels with this campaign.

The movies were produced by Czarevich, the games produced by Little Chicken seeding is done by SocialMedia8 using a buzz toolkit and viral videos are being tracked by ViralTracker.

Be aware, one of my agencies was involved in the seeding part of this campaign. But how do you rate the guts and creativity of this campaign?

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