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Social Media Ads Promote Brand's New Eclipse Cross
MARKETING
Cypress-based automaker Mitsubishi Motors North America Inc. is getting lyrical for its 2018 Eclipse Cross.
A social media campaign starring free-style rapper Harry Mack was expanded into a larger marketing initiative last month that includes a national broadcast spot.
Mack surprises drivers as they test-drive the Eclipse Cross by rapping about the model's features, like "futuristic super all-wheel control . three modes so you can tackle street, gravel or snow."
Chief Marketing Officer Francine Harsini said reactions from drivers make the spot a fun way to highlight its new car.
"The Eclipse Cross has a reputation of being fun to drive so we took a fresh and contemporary take on this campaign to cut through the clutter and inspire a new generation of consumers to include Mitsubishi on their consideration lists," she said in a statement.
The campaign lines up with the automaker's summer sales event, which focuses on its family of CUVs, including the Eclipse Cross, Outlander, Outlander Sport and Outlander PHEV.
In addition to TV spots, the campaign includes radio, online and video ads and dealer...