CASE STUDY OF EFFECTIVENESS CHRYSLER – DODGE NITRO
CLIENT ChryslerCAMPAIGN Dodge NitroSTART July 2007CATEGORY AutomotiveAGENCY SocialMedia8
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
CHALLENGE
Our challenge was to earn attention
for the new Chrysler Dodge Nitro
with 500.000 viral clip views and
to generate 100 test drives within
a 25 to 50 year old male audience
in The Netherlands.
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
STRATEGY
Insights: our most likely to buy
target audience are tough and
muscular men. Their car purchase
decision is influenced by the opinion
of the men they respect: opinion
leading car bloggers and car
influencers.
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
CONCEPT
The concept consisted of a dedicated
campaign site and a shocking Dodge
Nitro online video which featured a
dog being electrocuted by the new
powerful Dodge Nitro, charged with
adrenaline.
The video was created by BBDO.
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
USE OF MEDIA
To start buzz and unlock emotions,
we seeded the online video to
relevant car influencers and opinion
leaders, video sharing portals and
social networks like Facebook and
MySpace.
In stage 2 we spread the news to
newspaper journalists and TV
networks.
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
RESULTS
The viral video did not engage
500.000 but 5.000.000 targets in
90 days. It created over 400 blog
postings.
Next the video was broadcasted on
CNN and ABC News and was
published as cover story on
AdAge, AutoBlog.com and
Jalopnik.com.
The campaign smashed its
marketing goals and realized 1,513
brochure requests and 159 test
drives.
ABOUT SOCIALMEDIA8
SocialMedia8 is the world’s first global social media marketing agency, part of WPP’s GroupM. We earn attention through viral seeding for brands, creative agencies and media agencies worldwide. SocialMedia8 is a Womma member and treats brands fully compliant to the Womma code of ethics.
Our global social media planning database contains over 350.000 influencers, blogs, forums, communities, social networks and video sharing sites. So we can identify and reach target audiences in any local country and region in the world. We seed in all local languages and work with 16.000 preferred social influencers.
Our ViralTracker® power technology proofs the creative power and reach of viral videos, viral commercials, viral widgets, movie-game trailers at millions of blogs, social sites and over 350 video portals worldwide.
Our natural seeders can create massive viral reach within any target audience around the globe, at very low costs per contact. If your viral might lack the creativity to earn massive attention, we can offer guaranteed reach through buying attention, due to our extended global partner network of leading social publishers.
Our Conversational Tracker® gains conversations about brands and products in 58 countries, offering you valuable trends, consumers insights, market research, reputation management and digital pr clippings. Get inspired at www.socialmedia8.com, www.viraltracker.com, www.viralblog.com, www.lacomunidad.co.uk