Driven to Thrill
Mitsubishi will be launching an online driving game as part of the "Driven to Thrill" ad campaign next week to promote the new 2006 Eclipse.
The virtual timed driving game, "Thrill Ride Challenge" will be promoted thru Aug. 15 on Yahoo, AOL Auto, ESPN.com, Edmunds.com, and Gamespot.com, among others. The campaign will be kicked off by a Yahoo homepage take-over on Jun. 15, with a Eclipse speeding across the page -- Mitsubishi is projecting to drive 20,000 leads from this placement.
As someone who lives and breathes online advertising, I couldn't help but do a quick analysis:
- cost = approx. $1mm ==> yielding a CPA of $50
- imps = 100mm ==> yielding a eCPM of $10
While this doesn't look too shabby on paper, but if you really think about it, what they are doing is spending $50-a-head to get people to play the game and then each week giving away a flat-panel TV or iPod, with how many of these players actually resulting into test drives and eventual buyers? Now, I have no insight into the back-end conversions of these type of Auto campaigns...but I guess when you've lost $4.4 billion last year, spending $1mm and change to drive leads and create synergy for your hope of revival is not such a difficult decision.
And for the sake of Omnicom's Organic and BBDO(the Agencies responsible for the campaign), I hope the campaign works out well -- one need not look too far to see what their fate would be if it doesn't...just ask anyone who used to work for 10th degree (Mitsubishi's former agency).
Source: AdAge.com (registration required)
Related: Wake up and Drive (internal)
posted by Astro Boy #37 @ 6/10/2005 11:39:00 PM
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