MITSUBISHI / LIVE DRIVE
7 October 2010
No need to visit the dealership--test drive the new Outlander Sport from your browser.
- Brand
- Outlander Sport
- Media Type
- Branded Entertainment
- Branded Utility
- Event
- Integrated
- Interactive TV
- New Technologies
- Websites & Microsites
- Product Category
- Automotive
- Country
- USA
- Source
- News
- Agency
- 180 / Los Angeles
- Production Company
- B-Reel / New York
- Director
- Anders Hallberg
- Creative Team
- William Gelner
- Grant Holland
- Gavin Milner
- Matthew Woodhams-Roberts
- Dave Horton
- Tags
- Mitsubishi Outlander
- United States
- 180/LA
- Sony
- Live Drive
- Browser
- Remote
They've powered a rocket with a Sony laptop, and now 180/Los Angeles has built another fun technology project--hooking a Mitsubishi Outlander Sport to a unique system allowing people to test drive it through their browser.
The interactive element, with the claim from the agency that it's the world's first online test drive, is the first in a series of launch components in an integrated campaign that's running through January.
Working with production company B-Reel, 180 and Mitsubishi developed a remote control system that will allow prospective buyers to take the Outlander Sport for a drive on a closed course--over the web.
Multiple cameras, in-car servos and GPS mapping, with the help of a robotics engineer, will keep the Outlander Sport on-course and responsive to online drivers' commands.
'There are all sorts of problems you need to solve for when you actually get down to doing it,' said Dave Horton, the copywriter at 180. 'Making sure enough people have fast enough connections to actually drive a car from thousands of miles away, to finding a way to keep people from crashing the car as soon as they get control of it.'
Art director Matthew Woodhams-Roberts elaborated on the process: 'The most difficult part was latency. Finding a way to stream a live video feed, receive input from the driver and getting the car to react as quickly as possible. High latency could be a dangerous thing, or at the very least, it could mean a car that doesn't turn when people want it to.'
Starting October 15th, if you're a U.S. resident 18 and over with a valid driver's license you can sign up at outlandersport.com. Test drives will run from November 1 to November 10.
The interactive element, with the claim from the agency that it's the world's first online test drive, is the first in a series of launch components in an integrated campaign that's running through January.
Working with production company B-Reel, 180 and Mitsubishi developed a remote control system that will allow prospective buyers to take the Outlander Sport for a drive on a closed course--over the web.
Multiple cameras, in-car servos and GPS mapping, with the help of a robotics engineer, will keep the Outlander Sport on-course and responsive to online drivers' commands.
'There are all sorts of problems you need to solve for when you actually get down to doing it,' said Dave Horton, the copywriter at 180. 'Making sure enough people have fast enough connections to actually drive a car from thousands of miles away, to finding a way to keep people from crashing the car as soon as they get control of it.'
Art director Matthew Woodhams-Roberts elaborated on the process: 'The most difficult part was latency. Finding a way to stream a live video feed, receive input from the driver and getting the car to react as quickly as possible. High latency could be a dangerous thing, or at the very least, it could mean a car that doesn't turn when people want it to.'
Starting October 15th, if you're a U.S. resident 18 and over with a valid driver's license you can sign up at outlandersport.com. Test drives will run from November 1 to November 10.
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