Cypress-based Mitsubishi Motors North America Inc. is upping the ante with a virtual test drive of one of its vehicles.
The automaker, part of Japan’s Mitsubishi Motors Corp., started a marketing campaign for its 2011 Outlander sport utility vehicle that allows people to remotely operate an actual vehicle on a closed course at its headquarters.
It’s a different take on social media driving games by rival automakers.
Irvine-based Mazda North American Operations and Brea-based American Suzuki Motor Corp. have social media games where consumers are able to drive virtual vehicles around courses.
Mazda launched “Driverville,” a Facebook game, in July. Players drive virtual Mazdas, including the subcompact Mazda2, to win “driver bucks” for virtual products and weekly prizes.
Suzuki launched its own virtual racing game called the “Kizashi Ring of Fire,” which mirrors the automaker’s transnational tour promoted by auto enthusiast magazines in September.
Mitsubishi teamed up with robotics expert James Brighton and website designer Simon Cave to design a website for its test drives.
The site uses cameras, electronic receivers and motors to control the vehicle and GPS mapping for positioning.
The virtual test drive runs Nov. 1 through Nov. 10. The company plans to let some 700 people per day test the vehicle.
The campaign also includes TV spots as well as print, digital and direct-mail ads starting this month.
The marketing effort is the first since Mitsubishi hired three agencies to handle its $120 million yearly advertising account in June.
Santa Monica-based ad shop 180 Los Angeles, part of New York-based Omnicom Group Inc., is handling the campaign.
The automaker also brought on Los Angeles-based Schematic Inc., part of Britain’s WPP PLC. Santa Ana-based Trivalle Communications LLC is doing public relations.
The shops report to Gregory Adams, vice president of marketing and product strategy at Mitsubishi.
Adams was brought on from Italy’s Ferrari SPA in April.
The automaker has struggled with marketing in past years after several mistimed campaigns failed to drive consumers into showrooms.
Much of the latest campaign is designed to get back in front of consumers through social media websites and traditional marketing.
WebVisible
Irvine-based WebVisible Inc. recently underwent a management shift.
The company, which helps businesses buy and target online ads, named Ron Burr as chief executive. Burr joined the company as chief operating officer last year.
Founder Kirsten Mangers stepped down as chief executive and remains on the board.
“It’s bittersweet for me,” Burr said. “Kirsten and I have been good friends.”
Mangers plans to spend more time on philanthropic activities, according to WebVisible.
Burr has experience with a fast-growing company, which is one of reasons he was recruited last year to help deal with the “nuts and bolts” of WebVisible’s operations.
In 1998, he helped start Woodland Hills-based Internet service provider NetZero, now part of Woodland Hills-based United Online Inc.
WebVisible recently made a 15% cut in employees after months of hiring.
According to WebVisible, the cuts come with Burr realigning the company “to focus on performance, quality in scale and healthy growth.”
“We have been growing fast, driven in large part by direct sales which have been successful,” Burr said. “It’s enviable that you need to look at your current alignment and make some adjustments.”
The cuts are across the board, according to Burr.
“I want to drive most of our investment into customer service and product,” he said. “Our focus right now is the question of quality.”
Kardashian Exposure
You may not have noticed the bikini worn by Kim Kardashian, star of reality show“Keeping up with the Kardashians,” in the California Travel and Tourism Commission’s latest TV spot.
But the ad was the latest marking coup for swimsuit maker L*Space America LLC of Irvine.
Kardashian promotes visiting California while reading a textbook on quantum physics in the coral bikini. The spot is expected to run for the next six months around the country and within California. L*Space America is a venture with Irvine’s C&C Partners that started in 2008.
Rauxa Expands New York Office
Costa Mesa-based Rauxa Direct LLC is growing its New York office.
The direct marketing agency has brought on Ian Baer as its chief strategy officer.
Baer will be responsible for building and leading the shop’s strategy practice.
Before Rauxa, he worked at New York-based TBWA Worldwide, New York-based Deutsch Inc. and New York-based Rapp Collins Worldwide.
Baer will be stationed in Rauxa’s New York office, which it moved to Manhattan this May.
The shop has been expanding and hiring for the past year on account wins with its largest client, Verizon Wireless, part of New York’s Verizon Communications Inc.
Philharmonic Push
Tustin-based alPunto Advertising has launched its second year of marketing for the Los Angeles Philharmonic to entice Hispanics to attend.
The Hispanic ad shop launched two TV spots promoting philharmonic events along with the message “enriquece tu vida,” or enrich your life.
The TV spots run on Univision and Telemundo in Los Angeles. The campaign also includes direct mail, print ads, e-mail and outdoor marketing.
