To promote two new models (Lancer and Colt) in Europe, Japanese heavy industries company Mitsubishi is pulling out all the stops and getting extremely crazy. Think Japanese game show crazy. In fact, just think Japanese game show:
The show is "On Your Mark." The host is Crazy Koga. The danger level is high—not high for a Japanese game show, but still high. I can see contestents ending up with anything from simple bruises to a broken neck. Of course, the "show" is entirely online and you play it by pressing the space bar, so the only real danger of injury is that of carpel tunnel syndrome.
But once you best the game show games ("Extremely sponsored by Mitsubishi in Europe"), you have a chance to go onto the truly post-advertising-y part of the promotion. Mitsubishi plans on airlifting a new Lancer and a new Colt to practically anywhere in Europe. All you have to do is choose a spot, photograph or video it and load it onto the site. When the promotion has run its course, the audience will be able to look at pictures of where all the other people who participated in the promotion want their new car dropped, creating a micro-community.
Airlifting you a new car that's been "won" on a dangerous Japanese game show; I don't know if I could think of anything more Mitsubishi than that.