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Mitsubishi Hits The Trails In Search Of Active Young People

  • Promo, Wednesday, September 22, 2010 9:58 AM
Mitsubishi is reaching out to its core demo -- active people in their late 20s and early 30s -- at venues such as dog parks, trail heads for mountain biking and farmer's markets, Patricia Odell reports, where they can look at the Mitsubishi Outlander GT, the Lancer Sportback and the Lancer.

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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