The challenge was to generate interest, and increase awareness in the new LR3 to ultimately drive incremental sales volume. We developed the LR3 Dirty Weekend experience – a truly integrated and highly interactive, viral marketing campaign using direct mail, outbound email, and microsite. The email consisted of product information and a contest incentive to generate click throughs to the microsite. Once at the microsite prospects could discover LR3’s unique features and competitive advantages as well as collect personal contact details and vehicle purchase in-market timing (including email opt ins). The overall programme generated 200% ROI.