My last two posts have talked about the plethora of online tools automotive shoppers access in their eternal struggle to obtain the ultimate deal on a car. As a final installment to a three-part series on Internet marketing and its role in the modern automobile transaction, I'd like to cite an example of how manufacturers are using the online space to their advantage.
Most car companies have been very quick to adopt and maintain Web sites displaying model information, comparisons, lifestyle profiles and so on, along with various types of internal "Intranets" to assist employees, support supply chains and simplify numerous corporate functions. With the recent follow-up campaign to last year's seewhathappens.com Web marketing initiative, manufacturers like Mitsubishi are illustrating that there are still more ways to utilize and leverage the Net.
As I've mentioned in the past, the really progressive automotive companies have found useful and unique ways to market and promote their products online; think Volvo's online launch, the way BMW marketed "The Hire" videos through online viral techniques, and the various Web logs maintained by manufacturers to discuss product lines. All of these initiatives have been successful for their respective users, and all are exclusively Web-based.
Mitsubishi's current campaign also includes a Web site and associated viral marketing plan, but that's really only one component of a much larger machine, one that utilizes several traditional offline mediums as well. By communicating with consumers via numerous channels, all in the name of the same campaign, Mitsubishi has managed to garner some serious attention. It helps that the initial hook was conducted during the very visible Super Bowl commercial slot and left the viewer with a cliffhanger (literally), but customers have been enticed (some 8 million so far) to move over to the computer and see what actually does happen.
Once on the seewhathappens.com site, in addition to seeing the ending of the TV commercial, customers are exposed to several traditional links to Mitsubishi product information, comparisons, etc., but should they wish to change medium yet again, they can click to contact a local dealer for a test drive or download a printable brochure. The new campaign, appropriately dubbed "Feel What Happens," is a clear attempt by Mitsubishi to focus on the touch-and-feel aspect of their products by promoting their country-wide test drive event where customers drive and compare brands back to back.
For marketing commentary on Mitsubishi's See What Happens campaign, click here.
For more information on the Feel What Happens campaign, click here.
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