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Mitsubishi Cedia: 'Great Driving Challenge' Reality Show Explodes Online
This activity encourages couples to apply online on the website. The three selected couples will go on an all expenses paid challenge in a customized Mitsubishi Cedia Sports for twelve days. On completion of the challenge, one couple would be chosen as the winner based on the blogs and the experiences they share online, the winning couple would take home one million rupees as prize. The Great Driving Challenge is a web-based physical reality event- an online competition between applicants. The Challenge is neither a race nor a rally. One can view the contestants and vote for them online. The Websiteis open for registration and collection of votes till the17th of July '09. Audition and Selection ofthe 3 finalists will happen by 5th of August6thto 17th Augustwill be the drive off phase and the winner will be announced on the 17th August '09.
The short listing and selection is being done by a panel of eminent jury consisting of Mr. Adil Jal Darukhanawala, Editor Zigwheels - the official media partner, Ms. Tanya Chaitanya, Editor Femina and others.
The website has received overwhelming response. The campaign began on 22nd June 09 andhas received 2.06 lakhs unique visitors already. While the total number of page views on the site is about 17 lakhs. The initiative has attracted 60,000 testimonials and votes and about 8973 sign-up and applications. The Alexa rating of the site is currently on 8000 and souring upwards.
Mr. Y.V.S Vijay Kumar, Executive Vice-President and SBU head, Hindustan Motors, Chennai Car Plant says, " Mitsubishi Cedia Sports: the Great Driving Challenge is a unique marketing initiative. The heart of the activity isthe Mitsubishi Cedia. We are thrilled by the way the challenge has been accepted by young, urban, internet using couples who are passionate about driving. The number of visitors the site is attracting is unbelievable. The 360 degree media plan with focus on online media, especially the social media has workedwell for us. We are sure that the momentum will continue until the 17th August 09 when the winner is announced."
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