Mitsubishi Creates 360-Degree Test Drive on 'Most Dangerous Road'

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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.