The million miles test drive campaign is a comprehensive applied and integrated test drive action. Besides the main incentive of a three-day test drive, a sweepstake was also integrated into the campaign, creating brand awareness for Opel and supporting sales targets. For this campaign no segmentation was required, due to a very comprehensive alignment which was realised through online media, a Microsite as landing page, e-Dialogue and the optimisation of the Opel.de homepage. The success of the campaign resulted in 125,000 qualified test drive request that were generated by the Microsite. So the original target estimate of 50,000 test drive requests through online was exceeded by 150%.