Mitsubishi goes viral for Evolution launch

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[London] Mitsubishi Motors Europe, trying to build on a 2.4% sales increase to more than 200,000 cars in Europe in 2003, is launching the Lancer Evolution VIII with a viral and print campaign by StrawberryFrog, Amsterdam, aimed at influential urban young men. "The goal is to do underground marketing that trendsetters would admire," said Scott Goodson, a Strawberry-Frog founder. "And cool trendsetters don't rush out to buy things they see in mainstream advertising." The viral spot, set in a candlelit tunnel, introduces the cult of the Evolution. Chanting men in red robes surround the car. The tagline is "Your temple has four wheels." The film is being seeded in online communities and sent to a list of European trendsetters. Mitsubishi has also developed adventure games based around the car, which can be played at evolution8.com. Print and poster work will follow.
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