Mitsubishi launches game show viral

Mitsubishi Motors Europe has created two Japanese game shows to promote its Lance Sportback and Colt models. The pan-European viral campaign, On Your Mark, offers users the chance to win the cars.

Digital agency LBi created the interactive shows, which let the user compete to win the cars using their PC keyboard. Two different games have been created, sponsored by Mitsubishi, and named after the new models.

In both games users are asked to enter their names and use the space button to determine if they pass the challenges or not. The game is personalised for the user using subtitles to make it appear the host is talking to them.

At the end of the game, users are invited to register their details and “make their mark” online. The users judged to have made the most imaginative entries will win a car. The games can be played at www.onyourmark.eu.

LBi has been responsible for the campaign, including strategy, concept development, production, media sourcing, seeding and PR. The agency will also support the participating countries in their supplementary local activities.