MITSUBISHI MOTORS – LAS VEGAS BOWL

Challenge

Develop an integrated campaign to leverage Mitsubishi Motor North America’s title sponsorship of the Las Vegas Bowl.

Solution

The Brand Amp worked with the Las Vegas Bowl and ESPN to optimize Mitsubishi’s sponsorship. Activations developed and implemented included:

  • The Brand Amp managed all aspects of the Bowl sponsorship
  • Development of a national sweepstakes executed at dealerships and online gave away a VIP trip for four to Las Vegas for the first ever in-stadium tailgate at the game or a brand-new Mitsubishi Eclipse Cross
  • Development and activation of a significant brand presence during the Pre-Game Fan Festival and in-stadium elements that ran throughout the game
  • TBA concepted, shot and produced Mitsubishi’s Welcome Message that ran in stadium and on ABC
  • TBA’s PR team worked with Bowl organizers and Mitsubishi PR to optimize press coverage nationally and regionally

On the ground in Las Vegas, The Brand Amp oversaw:

  • A fleet of more than 25 vehicles, ranging from static displays at host hotels, FanFest and throughout the Stadium
  • Game day activations including the “Mitsubishi Motors Main Stage” at FanFest featuring the much buzzed about Mitsubishi Motors Goes to College game with each team’s fans using with their trivia knowledge to win game memorabilia
  • The first ever in-stadium tailgate, which appeared in the broadcast multiple times

For the 300+ dealers in attendance the team built out a premium hospitality suite with catering food and beverage along with some of the best seats in the house

Results

The 2018 sweepstakes exceeded total projected site visits by over 47,000 and sweepstakes entries goals were surpassed by more than 44,000 entries. The sweepstakes also drove over 500 test drives. We need press coverage generated…

1,011

TOTAL MMLVB ARTICLES

1.14M

TOTAL MMLVB IMPRESSIONS