Screencap from Mitsubishi's Guinness World Record-breaking video
1. Greatest distance driven by a vehicle in reverse on snow in 30 seconds;
2. Shortest braking distance by a vehicle on ice;
3. Most vehicle figure eights on ice in two minutes;
4. Fastest vehicle slalom relay on ice; and
5. Fastest driven square lap.
"The spot clearly captures the incredible capabilities of our unparalleled all-wheel control system on our advanced Outlander family of vehicles, now even more relevant given the recent unpredictability in the weather," said VP of Marketing, Greg Adams.
The marketing campaign launches February 9 and includes television, digital, social media and PR. Two television spots highlight the new world records and purposefully illustrate the vehicles' performance in extreme conditions to give consumers confidence in the vehicles' engineering and capabilities in every day driving. The spots will air on 12 network and cable TV stations, including ESPN, Discovery Channel, and FX. Digital marketing includes homepage takeovers, online banners as well as a strong social media push. All campaign elements lead consumers to www.MitsubishiCars.com/WorldRecords to find out more. This campaign follows MMNA's recent campaign, the Live Drive, the World's First Online Test Drive, where the Outlander Sport was awarded its first Guinness World Record for the longest distance driven by a vehicle operated online.
"Breaking world records seemed like a worthy challenge, as well as a fresh idea for a marketing campaign," notes 180LA creative director Gavin Milner. "It's an awesome way to show the technical prowess of the feature-rich lineup of Outlander vehicles."
To see the Mitsubishi Outlander Family World Record video, please log on to YouTube at: http://www.youtube.com/watch?v=MHguhTzez4Y
The Outlander and Outlander Sport both have Mitsubishi's All-Wheel Control system, which makes driving in adverse road conditions more stable, more predictable and safer overall. The innovative All-Wheel Control system measures such parameters as throttle input, engine speed and wheel speed to manage the most challenging conditions as experienced at Ghost Lake.