The automaker will also be at more sedate events such as festivals and road races
with the intent of gathering names through raffles and its WAYI ("What Are You Into?") mailing list. People can also schedule test drives at local dealerships.
"We really need that
backbone to continue the conversation," says Nic Rolston of Legacy Marketing Partners, which created the campaign.
Mitsubishi is also a sponsor of City Chase USA, an eight-market urban adventure that's part obstacle course and part scavenger hunt, Odell reports.
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