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A true award winner.

Mitsubishi is taking a unique approach to draw attention to its all-wheel drive vehicles: The automaker broke five Guinness World Records relating to driving in winter conditions.

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Mitsubishi, along with its agency, 180 Los Angeles, andGuinness World Records, traveled to Ghost Lake in Alberta, Canada, with the goal “to do something that’s never been done before, set as many world records as possible in 24 hours.” The Outlander and Outlander Sport are now the most awarded family of all-wheel drive vehicles, having done just that.

This feat marks the latest marketing campaign for the company, as it celebrates the five records broken in that time span, including:

  • Greatest distance driven by a vehicle in reverse on snow in 30 seconds (300 meters).
  • Shortest braking distance by a vehicle on ice (56.2 meters).
  • Most vehicle figure eights on ice in two minutes (3 laps).
  • Fastest vehicle slalom relay on ice (1 minute, 11 seconds).
  • Fastest driven square lap (19 seconds).

The broken records and marketing campaign demonstrate the power of the all-wheel control system on the Outlander family of vehicles, which “makes driving in adverse road conditions more stable, more predictable and safer overall,” as described by Mitsubishi. Mitsubishi’s VP of marketing, Greg Adams, notes that the control system is “even more relevant given the recent unpredictability in the weather.”

The campaign launches today, featuring television, digital, social media and PR efforts. Two television spots highlight the Outlander’s performance in extreme conditions and will run on 12 network and cable TV stations. The digital component, traditional in approach, will include homepage takeovers, online banners and social media marketing. All digital assets will point consumers to Mitsubishi’s website for a behind-the-scenes look at how the Outlander family performed on each world record. Here’s an overview:


This initiative follows Mitsubishi’s recent “Live Drive” campaign, the world’s first online test drive, where the Outlander Sport was awarded its first Guinness World Record for the longest distance driven by a vehicle operated online.

It looks like Mitsubishi is on a roll to rack up world records. What do you think of this marketing strategy? Let us know in the comments.