Mitsubishi Cedia launches The Great Driving Challenge; Encompass to manage ground event

by EVENTFAQS Bureau | Marketing | July 1, 2009 | News

Hindustan Motors Limited has embarked on an event property which attempts to marry the dynamism of driving and the internet. Mitsubishi Cedia's 'Great Driving Challenge' is an event for couples. Couples from across India are being invited to be part of 'The Great Driving Challenge'. Those interested need to create an application online, stating why they should be chosen for the drive. From amongst applicants, 100 couples will be shortlisted on the basis of online votes that their applications receive. Of the 100, three will be chosen by a jury to be part of the all-expense-paid three-day driving challenge. One winning couple from among the three finalists would be chosen on the basis of the popularity of their daily web posts from the driving challenge - including pictures and videos. The winning couple will be rewarded with Rs. 10 lakhs in cash. The on-ground elements of the driving challenge will be handled by Encompass. The website and online elements are being handled by Experience Commerce, a digital agency. Experience Commerce conceptualised the activity. Rajesh Chokhani, of Experience Commerce, explained, ;The idea was conceived for the Mitsubishi Cedia Sports brand. Cedia is about taking off during weekends and not being parked in the garage. Considering this the premise, The Great Driving Challenge idea took shape. TGDC is a a web-centric campaign where couples are asked to apply for the challenge on the web. The challenge is to drive 3000 kilometers in 10 days and tell the world about your travel in the most interesting way by twittering and blogging about it.; The process of inviting entries began on June 22, and will go on till July 17. Organisers claim to have received around 3700 applications already. Zig Wheels is a partner for the event.