Capitalizing on Canadians’ interest in both using the web to research car purchases and attending the many auto shows skedded for this time of the year, two major marketers have come up with an electronic twist to scavenger hunts.
Yesterday, Sympatico/MSN and Mitsubishi Canada launched an exclusively Canadian online integrated marketing campaign and contest entitled ‘Hunt for the Total Eclipse.’ Running until Feb. 29, the initiative is a scavenger hunt for sufficient auto parts to virtually assemble a Mitsubishi Eclipse using content from Sympatico/MSN’s Auto, Shopping and Finance channels. The grand prize is a two-year lease of a Mitsubishi Eclipse Spyder GT-P.
With creative from Toronto-based agency OneMethod, the contest is being promoted with display advertising on the Sympatico/MSN portal – specifically the Autos channel – and by leveraging its Hotmail, Messenger and Spaces networks. There will also be signage at the upcoming Toronto Auto Show and in Mitsubishi dealerships.
