Control10

Objective

Ahead of the European launch of the tenth-generation Lancer Evolution (Evo X), Mitsubishi needed to generate leads and get people talking about the car. Lukkien built the campaign as a game embedded directly in the model's own product site rather than a separate microsite, so it could ride on PR pickup and word of mouth as much as paid media.

Solution

Players open a localized version of Control10 on the Lancer Evolution product site, register, and are dropped into the first of ten short reaction challenges that test how well they can keep their nerve under pressure. Each challenge has to be cleared before the next one unlocks, so a session plays out as one continuous run through all ten rather than a pick-and-choose menu — a structure that doubles as a wink at the car's "Evolution X" name. Anyone who clears all ten logs their result and goes into a prize draw for a real ice-racing drive in a Lancer Evolution in Finland. Everything runs in the browser on the product site itself, with no separate download or app.

Results

275,000 unique visitors and 20,000 registered players, with an average session length of 28 minutes. The campaign's press release was picked up by 190 journalists, generating more than 130 published articles online.