Dive Brief:

• Mitsubishi next week will debut its 2022 Outlander on Amazon Live, marking the first time a vehicle is revealed on the e-commerce giant's video livestreaming platform. The companies collaborated on a video teaser for the premiere, which will occur on Feb. 16 at 6 p.m. ET, per an announcement.
• Amazon created a page on its website for the unveiling of the latest Outlander, a model that Mitsubishi describes as a "reimagining" of its entire lineup in the U.S. The company developed the new Outlander guided by the idea of "I-Fu-Do-Do," a Japanese term meaning "authentic and majestic." Mitsubishi will offer people a chance a win the new Outlander in a sweepstakes running from Feb. 16 to March 31.
• The livestreamed event on Amazon is another sign of how the e-commerce company is expanding its platform for brand awareness campaigns, rather than advertising that's aimed lower in the purchase funnel to drive direct sales.

Dive Insight:

Mitsubishi's collaboration with Amazon on the launch of the 2022 Outlander is notable as the first vehicle to debut on Amazon Live. The livestreaming platform typically features video demonstrations of household, beauty and fashion products, along with daily shopping guides from creators who recommend products or highlight the best deals on Amazon. While prospective Mitsubishi buyers won't be able to order the Outlander directly from Amazon, the activation aims to generate awareness for its dealer network as vehicle shipments arrive.

The pandemic has led automotive brands to ramp up their digital campaigns to reach prospective car buyers who may be less willing to visit dealer lots in-person. Luxury car brand Cadillac cited its Cadillac Live online virtual dealership experience as a key part of its efforts to engage consumers stuck at home. Cadillac this month introduced the high-performance Blackwing versions of its CT4 and CT5 sports sedans in a livestreamed event, CNet reported.

Mitsubishi's livestreamed event on Amazon is another sign of how the e-commerce company is expanding its platform for brand awareness campaigns, rather than advertising that's aimed lower in the purchase funnel to drive direct sales. Amazon aims to show how it can generate sales leads on big-ticket items like cars, having already set up a section called Amazon Vehicles that lets people compare makes and models as they research a purchase. Amazon's business segment that includes advertising sales jumped 64% from a year earlier to $7.95 billion in the fourth quarter as marketers increased their spending on the platform to reach holiday shoppers.

While Mitsubishi's livestream marks the first time a car brand unveils a new vehicle on Amazon Live, other carmakers have used similar tactics to reach consumers spending more time online. In January, Lexus sponsored a two-hour livestream by Twitch streamer Fuslie to create a customized version of its 2021 IS sedan, designed by and for gamers. Fuslie used the poll feature on Amazon-owned Twitch to gather votes from viewers, results of which Lexus will use to guide its creation of a full-size car. Fuslie will host another livestream on Feb. 17 to reveal the completed design.