Car magazine utilises Mitsubishi's partnership with England Rugby to create the Six Nations Tour native content hub.
THE BIG IDEA
Mitsubishi wanted to reconnect the brand with car enthusiasts, promote its new Eclipse Cross SUV and latest L200 pick-up.
Building on their partnership with England Rugby, Car came up with the Six Nations Tour native concept – driving three different Mitsubishis each between a pair of the countries in the Six Nations rugby tournament (eg. L200 from France to Italy over the Alps, to watch a game of historic rugby/football in Florence).
Car magazine also looked to secure some landmark heritage cars to ignite fond memories for the brand. To drive data, they gave away two pairs of tickets to the upcoming England-Ireland Six Nations crunch match.
- native content hub
- 40-page supplement in CAR
- advertising features in Mother & Baby, Empire, Today’s Golfer and Modern Classics (each bespoke to be channel relevant).
- A huge 12,000 competition entries
- 85,000 user engagements
- A good result for a small brand that only sold 16,000 cars in the UK last year
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