Dodge Nitro
Client: Chrysler
More than 5 million people engaged with the
viral video in 90 days over 400 blog postings
were created. The campaign smashed its
marketing goals and the video was broadcasted
on CNN and ABC News and was published as
cover story on AdAge, AutoBlog.com and Jalopnik.com.
1. 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.
2. 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.
3. 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.
4. 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 TVnetworks.
5. Results
The viral video did not engage 500.000 but 5 million 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.