The Great Driving Challenge: Engaging Users Through a Digital Adventure
The Great Driving Challenge was an innovative online reality show and marketing campaign for the Mitsubishi Cedia Sport. It invited three couples to explore India, sharing daily blogs, photos, and videos of their journey, while promoting the car. The campaign aimed to engage both participants and a wider audience of car enthusiasts and followers, with the winning couple earning one million rupees based on their content and audience interaction.
Project Overview
The Great Driving Challenge was an innovative online reality show and marketing campaign for the Mitsubishi Cedia Sport. It invited three couples to explore India, sharing daily blogs, photos, and videos of their journey, while promoting the car. The campaign aimed to engage both participants and a wider audience of car enthusiasts and followers, with the winning couple earning one million rupees based on their content and audience interaction.
Role
As the UX Designer & Creative Technologist, my focus was on creating a seamless and engaging experience for two distinct user groups: participants who were actively sharing content, and followers who were engaging with the campaign. I worked closely with the creative team to ensure that the campaign’s visual identity was maintained, while also delivering a user-friendly interface that encouraged interaction and engagement.
Key Contributions
- User-Centric Design: I ensured the UX was tailored to meet the needs of both participants and followers. For participants, the challenge was to make the interface intuitive for uploading their blogs, photos, and videos. For followers, I focused on creating a smooth experience that allowed them to easily follow and engage with the content.
- Understanding Unique Challenges: The project required understanding the unique expectations of users who wanted to participate actively as well as those just following along. I tackled these challenges by designing an interface that balanced ease of content submission for participants with a rich, interactive experience for followers.
- Brand Messaging: As this was also an advertising campaign, I made sure that Mitsubishi's brand message remained clear throughout the user journey. The site seamlessly integrated the promotion of the Cedia car, without overwhelming the user experience.
- Creative Solutions: By collaborating with designers who specialized in branding but lacked digital expertise, I ensured that the brand identity translated effectively into a digital format. I also worked closely with developers to ensure the technical feasibility of the real-time updates, making the campaign feel dynamic and alive.
Results
- 69,00,000+ page views in a single month.
- 6,50,000+ unique visitors within a month.
- 7,50,000+ page views in a single day at peak traffic.
- 3,20,000+ votes cast.
- 18,000+ sign-ups for the challenge.
The campaign successfully generated a significant buzz across social and traditional media in India, while also ensuring that Mitsubishi’s brand message was embedded seamlessly into the experience.
Learnings
This project was an invaluable experience in understanding how social media, TV, and print media can work together in a cohesive advertising campaign. Despite being primarily an ad campaign, it successfully utilized user-generated content, fostering engagement across multiple platforms. Integrating with social media channels like YouTube, Google Maps, and Twitter taught me how digital ecosystems can amplify a brand’s reach. Additionally, I gained valuable insights on the technical front, collaborating closely with developers to ensure smooth integrations and real-time updates.