Internet Retailer: Mitsubishi drives its ad campaign entirely to the web

Mitsubishi's "See What Happens" integrated campaign success - driving 31 million web visits and tripling dealer leads will be reprised this year, but without the expensive Super Bowl spot. The web-only campaign, titled "Feel What Happens" launches this weekend to promote two months of test drive promotions in major metropolitan areas.

Mitsubishi found that site visitors who could be convinced to visit a showroom were four times as likely to buy a Mitsubishi than web users merely conducting basic research.