The drive of the campaign dictated visiting a website for more information on the vehicle and to capture leads. A multimedia plan created multiple touchpoints to invite the target to learn the answers to various questions regarding safety and performance. This was enhanced with a unique sweepstakes, teaser cable/print led the unveiling in the Super Bowl,post game messaging in appropriate sporting press and other properties all continuing the momentum and push to the website.

The campaign became the most successful launch in company history: 18 million hits, 1.9 million unique visitors. Press coverage more than double the original investment, so we got more than double value for our money. From the 135,000 registrations, 60,000 requested more information and more than 1,000 pre-ordered the car, surpassing the goal.