1. Geocaching One Millennial At A Time
The Authentic Experience
CHRYSLER
[KARI KUCINSKY]

2. TARGET MARKET
MILLENNIAL
GENERATION
Cheap
cost
Good
quality
Fast
service
Adventure

3. THE GOAL
Affectively
market to
Millennial
generation
Create a
social
media
buzz
Gain
brand
loyalty for
life

4. THE BIG IDEA
Geochaching contest to win 1 of 9 Chrysler Vehicles
Rules:
1. Like Facebook page
2. Enter Contest at MyChryslerAdventure.com
3. Find clues on Twitter & Pinterest
4. Find all 5 clues to unlock final
5. Final clue will unlock a vehicle

5. Cars To
Attract
Millennial
Attention

6. CAMPAIGN
Advertise where
Millennials look -
Hulu, YouTube,
Google and
Netflix.
Incentives
for viral
sharing
Create a
social media
buzz,
through
major
outlets.

7. WHY THIS WORKS

8. Success
Return on
investment
Google
Analytics via
Facebook &
Twitter
Sales volume
increase
KEY PERFORMANCE
INDICATORS

9. Budget
Total Budget 6,322,000 – 3 month plan
• Search Engine Optimization: 48,000 per month
• PPC - Pay Per Click: $280,000 per month
• Social Media: $72,000 per month
• Email: 24,000 per month
• Mobile: $24,000 per month
• Content: $24,000 per month
Digital Marketing Budget $480,000 per month
Geocaching location and cars: 750,000

10. Overall
Attract the
Millennials,
using mediums
they relate to
and use, daily.
Low cost.
High interaction
and sharing rate
Increases brand
awareness and
loyalty.