Mitsubishi plays small ball with ad buys

Mitsubishi doesn't have Super Bowl money to throw around. Neither can it afford to be an official sponsor of a big-time sports league the way Hyundai, Ford, Chevrolet, Honda and even Kia can, nor plaster its name on a halftime show, like Toyota.

But like any scrappy competitor, it's always looking for ways to get into the game.

Take Christmas Day and the ABC afternoon matchup between LeBron James' reigning NBA champion Cleveland Cavaliers and Stephen Curry's revenge-seeking Golden State Warriors.

Mitsubishi's thrifty marketing team usually doesn't target specific games during which to advertise. It prefers to target time windows instead, especially on ESPN, ESPN2 and ABC, when it knows a healthy portion of its target base will be tuned in to NBA, NCAA football and MLB programming.

But this rematch of the NBA Finals was an irresistible draw, especially with the added juicy storyline of the newest Warrior, Kevin Durant. So Mitsubishi leveraged its relationship with ESPN to make every dollar count.

The Cavs-Warriors game plan included locking down exclusivity during the third quarter so that Mitsubishi was the only automaker that could run ads in that span. A sideline reporter also plugged the brand's "Find Your Own Lane" tag line during a sponsored game break that was plastered with a graphic of Mitsubishi's logo. 

Such targeted sports buys have allowed the automaker to tout its bread-and-butter Outlander crossover to audiences that it believes are inclined to go against the grain with their vehicle choices. They also help the brand establish more credibility as a marketer and send a message to dealers about Mitsubishi's commitment to building the brand. 

"It's not just spots and dots on a media plan," Francine Harsini, senior director of marketing for Mitsubishi Motors North America, told Automotive News, adding: "It's being very strategic about what we buy, how we buy it and [making] the money work the hardest we can."

The Cavs-Warriors thriller turned out to be a good choice for Mitsubishi's three 30-second ads. The matchup tallied the highest rating for a Christmas game in the 2:30 p.m. EST time slot in 12 years. Mitsubishi also stuck around for the Christmas Day nightcap featuring L.A.'s Clippers and Lakers on ESPN. 

Harsini said the brand used to spread itself too thin at times but has streamlined its TV presence in recent years, focusing on around 20 networks while investing more with major players such as ESPN. 

She said the brand works with "NBA Countdown," a pregame show on ESPN and ABC, to work in the "Find Your Own Lane" slogan during segments. The hosts include former NBA player Jalen Rose. 

"Those little added touches matter," Harsini said. "It's not just the spot buy with the TV commercials. It's also that credibility that comes in association with a Jalen Rose or those sportscasters."

The added credibility functions as a morale booster for dealers. Harsini said Mitsubishi's investments encourage dealers to raise their ad spending, too. Tier 3 spending among Mitsubishi dealers is at an all-time high, she said. 

When it comes to the biggest pop culture summits, such as the Super Bowl, the life of a challenger brand often means being on the outside looking in. But that doesn't mean sitting them out entirely. 

In 2015, the brand produced a YouTube video that followed the escapades of a Boston pizza delivery driver on Super Bowl Sunday. He made his rounds in an Outlander and badgered Seattle Seahawks fans who were cheering against the New England Patriots. 

That same year, Mitsubishi aired three commercials during NBC Universal's Spanish-language Super Bowl telecast, which was accessible in 74 million homes. 

Looking ahead, Harsini said the brand has found a good mix with the NBA, college football and MLB. 

"We've gotten focused in the last two years looking to differentiate ourselves, in not just being about a cable buy, but really trying to cherry-pick programming that resonates with our audience and also brings credibility to the brand."