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