OVERVIEW
Sympatico/MSN had great content on their “Autos” channel. The problem was, nobody was going past the first few site pages to find it. As a result, they needed to find a way to get users deeper into their content and connect with the young male car enthusiast. To achieve this goal, we partnered with Mitsubishi Motors and developed an interactive online scavenger hunt.

At first, visitors were exposed to a voken ad unit represented by a rolling tire. By clicking on the tire, they were brought to a custom microsite where they had to build a Mitsubishi Eclipse Spyder by finding five missing car parts hidden within the Autos content. Those that completed the build had the chance to win. To ensure contest completion, a frame-in-frame experience was created meaning users never left the microsite browser window but rather, seamlessly moved from microsite to missing car parts within one window.

The six week campaign was supported through banner ads, portal properties, and Live.ca, to generate search queries related to Mitsubishi Motors. Weekly prizes were also established through a partnership with Sirius Satellite Radio. To date, the Hunt for the Total Eclipse campaign is MSN Canada’s most successful online campaign they’ve ever run.

RESULTS
> Reached more than 2.2M unique users (2,222% above goal)
> Garnered over 430K contest entries (with a 92.3% completion rate)
> Drove 11.1M Autos channel page views
> And drove 35% of the overall portal traffic

“The targeted campaign was creative, innovative and engaged our potential customers in an entirely new way. Hosting the campaign exclusively on Sympatico/MSN Autos was the ideal strategy for connecting with our core demographic… boosting customer awareness.” – Kevin O’Rourke, Customer Experience Marketing Manager, Mitsubishi Canada

ADCC Award (Merit)
W3 Award (Silver)

Summit Award (Bronze)
Summit MEA Award (Finalist)


CAMPAIGN ELEMENTS
msnautos
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msnautos2
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