Mitsubishi Motors made media industry news by invoking the TV commercial version of a cliffhanger-- hurling bowling balls, grills and ultimately cars out the back of a semi-truck trailer at their new model car and its competition.

Once online via a unique URL that was easily remembered and traceable, the viewer could watch the remainder of the advertisement as well as view brand/car specific clips and learn more about car features and benefits.

Mitsubishi took a direct attack at its primary competition, knew its consumer went online to research car purchase and then directed these consumers to local dealers through online referrals.

Similarly, Reebok’s Terry Tate ad broke in the 2003 Super Bowl and earned awards for creativity by developing a character that lived online. As new Terry Tate episodes were created, fans/consumers were directed to catch the next "episode" via an email announcement and a viral element of "send to a friend."

The new episodes had watercooler/viral discussion appeal for the Reebok brand that generated an increase in awareness of the brand and created a following of Terry Tate loyal viewers anticipating the next show.

Reebok was able to engage users for longer than a typical 30- or 60-second spot as episodes lasted three to four minutes. Reebok captured email addresses and created an opportunity to build an ongoing email and web conversation with the Reebok Terry Tate consumer.