THE GREAT DRIVING CHALLENGE

Mitsubishi

Mitsubishi GDC. The event

Integrated launch plan for Mitsubishi Cedia Sport in India

Three couples get to drive Mitsubishi Cedia Sports for 12 days as they travel across India, blogging, twittering, videoing their journey

For a million Rupee jackpot and a lifetime of bragging rights

Mitsubishi GDC, the media plan

Launched using daily press, PR and online the MGDC started off as a fully integrated campaign that was sharply focussed on talking to the connected, well-heeled Indian.

Social media elements included Twitter, Facebook, Yahoo Answers, posts on forums like Team BHP, blogs and more..

Launch Ad

Follow Up Ad 1

Strip Ads / Web Banners

Search trajectory on Google Trends

The website

Website

Organic search results

Facebook fan page

Orkut

Posts on Linkedin to attract older audiences

Consumer blog posts

GDC on Forums

Twitter searches for GDC

Registrations

From the GDC blog

An attempt to spam the voting was caught!

Fan generated video on YouTube

Mail from one of the editors of Team BHP

Results

• Over 7 million page views in less than 2 months

• 20000 couple registrations• 250,000 votes cast by fans in the

online voting and shortlisting• Over 100+ comments per post on the

blog• GDC became the top 500 sites in India

during the

The winners Radhika & Bharat