Social Media Marketing Case Study - Chrysler Dodge Nitro
CASE STUDY OF EFFECTIVENESSCHRYSLER – DODGE NITROCLIENT ChryslerCAMPAIGN Dodge NitroSTART July 2007CATEGORY AutomotiveAGENCY SocialMedia8
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTSCHALLENGEOur 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 RESULTSSTRATEGYInsights: our most likely to buy targetaudience are tough and muscular men.Their car purchase decision is influencedby the opinion of the men they respect:opinion leading car bloggers and carinfluencers.
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTSCONCEPTThe concept consisted of a dedicatedcampaign site and a shocking Dodge Nitroonline video which featured a dog beingelectrocuted by the new powerful DodgeNitro, charged with adrenaline.The video was created by BBDO.
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTSUSE OF MEDIATo start buzz and unlock emotions, weseeded the online video to relevant carinfluencers and opinion leaders, videosharing portals and social networks likeFacebook and MySpace.In stage 2 we spread the news tonewspaper journalists and TV networks.
CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTSRESULTSThe 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 SOCIALMEDIA8SocialMedia8 is the world’s first global social media marketing agency, part of WPP’s GroupM. We earnattention through viral seeding for brands, creative agencies and media agencies worldwide. SocialMedia8 isa 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 countryand 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 lowcosts per contact. If your viral might lack the creativity to earn massive attention, we can offer guaranteedreach 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 youvaluable 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