Thursday, September 24, 2009
Smaller brands lack the big budgets to develop creative-rich launch web site experiences, but this can be a good thing. There’s an efficiency that happens when constrained and that can evolve into some clever, effective content that a large budget, heavy Flash site may lose in all its clever transitions.
Mitsubishi’s team put together a few clever ways to engage site visitors with the launch site for the new Mitsubishi Lancer Sportback. The primary message for the vehicle is its versatility. To communicate what it can hold, site visitors can drop various “items” into the cargo area. You can move a bike, soccer ball, bulldog, or even attempt a pachyderm if you dare to see what can fit in 52.7 cubic feet. It’s a simple way to communicate versatility. The only issue is that the items themselves fail to communicate what space they are taking up. It might have been a bit more interesting to calculate down the amount of space dynamically showing cubic space left as items drop-in. It still does add some simple engagement that lets the user play around.
There are some nice touches that message the vehicle in some unusual places. For example, the site’s 360 has rotating messaging when you click different angles to view. Some messages promote the engine or stereo system while other messages communicate to the target consumer with “Hello sexy! Lancer Sportback’s European styling makes it stand out on any road.” Cheesy, sure but it also helps put a little fun into something as boring as looking at a side profile of a hatchback.
One of the disappointing things about constrained budgets is the minimal use of product feature communication using video or CGI demonstration. There are a lot of advanced features on the Lancer like RALLIART, their advanced all-wheel-drive system that isn’t effectively communicated in a small paragraph of copy and could’ve benefited from some instructional, detailed video.
The vehicle is being promoted jointly with a VANS shoes Los Angeles skateboarding event showing that Mitsubishi is trying to attract a young, active audience. As a former skateboarder, I would’ve loved a Lancer Sportback, if such a car existed and I wasn’t broke in 1986.
Overall the launch site provides some effective content and tries to find low-cost ways to effectively communicate the benefits of the Lancer Sportback to potential buyers.