The goal of the campaign is to create excitement and interest about the iMiev – Mitsubishi's super cool new electric vehicle.
The inspiration for the Electriphobia campaign came from the observation that
The Electriphobia Research Institute (ERI)
The ERI is dedicated to curing drivers of their fear of the electric car using a variety of treatment methods.
GETTING THE WORD OUT:
On the Electriphobia site, users can use Facebook Connect to link their session at the ERI with their Facebook profile.
This allows us to create a personalized profile for the user by importing their name and profile picture, and giving them a custom Patient ID number. It allows the user to keep their social network updated on their progress throughout their session. And it also gives us the ability to identify which of their friends are most at risk for Electriphobia, so that the patient can encourage them to visit the ERI as well.
We will also be pushing the videos out on Facebook (and Mitsubishi's own social network (called Chattr), and YouTube.