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Chrysler Community Marketing Campaign
- 2. Background Divisions Chrysler Dodge Jeep Ram Fiat (USA) Mopar SRT Specific Chrysler Models Chrysler 300 Chrysler 200 Chrysler Town & Country
- 3. Target Market • Current Chrysler owners • Men and women • Ages 25-45
- 4. Goal for Chrysler • Create “community” relationship with current Chrysler owners • Increase sales of Chrysler vehicles • Increase profit for Chrysler
- 5. Campaign • Create unique hashtag for Twitter • Bring Chrysler owner community together #ChryslerCommunity #ChryslerCouple
- 6. Example “Check out this gorgeous #ChryslerCouple!” or “Meet the newest members of our #ChryslerCommunity! #ImportedfromDetroit”
- 7. Offline • Create bumper sticker/window decal • Draws attention to Twitter and supports community involvement
- 8. Budget • $250/hour • Google AdWords/Pay-per-click- $15 Million • Traditional Marketing/PR- $8 Million • Promotional items/contests-$2 Million Total: $25 Million
- 9. How to measure success? • Revenue (vehicles sold) • KPI- Number of hashtags used • Pay-Per-Clicks feedback • Google AdWords
- 10. Goal for Campaign • Increase Twitter followers for Chrysler • Create viral hashtag- (“Livestrong” concept) • Sell more Chrysler vehicles • Make larger revenue
Editor's Notes
- My name is Megen Rapp and Chrysler is my company.
- These are the different divisions of Chrysler and then on the right are the specific vehicles in the Chrysler branch. The Chrysler branch is the focus of this campaign.
- The target market are Chrysler owners, men and women between the ages of 25-45. However, we are trying to influence non-Chrysler owners (Men and women 25-45) to want “in” on all the benefits of being a Chrysler owner.
- Chryslers goal outside of this particular campaign is to create a “community” relationship among their owners. Chrysler wants people to feel satisfied with their vehicle purchase and return to Chrysler for their second, third, etc.. This ultimately will increase revenue for Chrysler meaning more money!
- Have you ever been driving and pulled up next to a vehicle that’s the EXACT same make/model as yours, and you look over to see who is driving? Are you ever nicer to them on the road because they chose the same brand as you? Do you feel closer to people who buy the same brands as you? The campaign is to create a (hopefully) viral hashtag to bring the Chrysler owner community together and to create a push for non-Chrysler owners to buy one. The idea is that if two Chrysler vehicles are parked next to each other or if you meet someone that drives a Chrysler and you both have your car keys (with Chrysler logo), you take a picture of this (for the cars- the FRONT of the vehicle) and upload the picture to Twitter hashtagging #ChryslerCouple or #ChryslerCommunity (for 3 or more keys/vehicles)
- The goals would be to start a hashtag trend and increase brand awareness, ultimately to increase number of sales of Chrysler vehicles. One way to get the campaign started would be after 1 million tweets with hashtags “ChryslerCommunity” and a picture, Chrysler donates X million dollars to a COMMUNITY (Detroit?) for a fundraiser. Overall you want people to WANT to tweet it and make it a trend.This campaign also ties in with the rebuilding of Detroit- they are adding new things/businesses and trying to bring this city closer together to really develop a community, just like Chrysler will with their vehicle owners. Eminem would be a great first or second tweet.
- To appeal to the offline audience, an element to this campaign that you could use is a bumper/window decal with the hashtag “Proud member of the #ChryslerCommunity” or “In a relationship #ChryslerCouple.” This gets people to check out the hashtag on Twitter if they don’t know about it, and shows the “Community” element of the vehicle. For the most part, people are pretty brand loyal and bringing a brand together is something I think people will adapt to. Naturally, people have a sense of belonging, and this campaign does just that.
- Read breakdown of numbers from slide. Traditional Marketing/ PR would be video interviews/Eminem sponsorships etc..Promotional- Free decals/window stickers and maybe contests to get the ball rolling.
- The KPI would be measured with number of hashtag uses (#ChryslerCouple/#ChryslerCommunity), revenue (vehicles sold), pay-per-clicks feedback and overall social media usage. I also would implement SEO, Adwords, pay-per-click and email particularly focusing on “Chrysler Couple” and “Chrysler Community”.
- Overall, this campaign is in line with Chrysler’s goals as a company. The specific goals for this campaign would be to increase Twitter followers, create a “viral” hashtag like the livestrong bracelets, ultimately sell more Chrysler vehicles which then makes a profit.