IFilm, the Los Angeles-based Web site catering to filmmakers and connoisseurs, launched a campaign Friday with Mitsubishi Motor Sales of America to promote the 2001 Montero Sport.
As part of the "I Shot the Band," campaign, announced in Park City, Utah, at the Sundance Film Festival, iFilm will select a filmmaker, from entries received starting Jan. 26, to film a touring rock band from a Montero Sport. Shot in a daily journal format, the project is to be updated weekly and streamed online.
"The integrated iFilm sponsorship allows Mitsubishi to extend their brand ... well beyond what is commonplace within the world of online marketing today," said George Penner, svp and director of iDeutsch/Los Angeles. IDeutsch developed the campaign as Mitsubishi's interactive agency of record.