Viewers can interact with 360-degree videos.
Mitsubishi, along with lead creative agency 180LA, has created a 360-degree interactive video test drive for its Outlander and Outlander Sport models. The experience is an extension of a new TV ad for the vehicles, filmed on the dangerous Yungas Road in Bolivia. Also known as the “Road of Death," the treacherous road reportedly claims the lives of 200 to 300 victims each year.
The online experience allows viewers to interact with the test drive through a number of 360-degree videos. Mitsubishi has also posted photos and clips on its Twitter and Facebook pages to further promote the campaign.
To create the viewing interface, 180LA and Mitsubishi used a special camera (pictured) to capture the view from 360 degrees during the dangerous drive so site visitors feel like they are along for the ride. Viewers can control the view using arrow keys or a mouse, and can change perspective to experience the ride however they choose.
It's not the first experimental video campaign Mitsubishi has recently undertaken with 180LA, which has been its lead creative agency for the past year. Most recently, in February of this year, Mitsubishi and180LA brought the Outlander and Outlander sport to a frozen lake in Alberta, Canada to break several Guinness World Records. Prior to this, last November they launched a Live Drive campaign for the Outlander Sport, allowing people to literally drive the vehicle over the Internet using keyboard controls. Mitsubishi has combined aspects of both those campaigns in its initiative in Bolivia.
According to Mitsubishi, sales of the Outlander models are up, and 180LA says the client's website traffic has climbed to all-time highs.
“Everything we do for Mitsubishi is bigger than a traditional TV commercial,” said Gavin Milner, creative director at 180LA.
Other campaign highlights include behind-the-scenes footage, stills of the road, and clips focused on Bolivian culture.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014