Chrysler aims to effectively market to Millennials through a geocaching contest to win one of nine vehicles. Participants must like the Facebook page, enter the contest online, and find five clues on social media to unlock the final clue and a vehicle. The campaign will advertise on platforms Millennials use like Hulu, YouTube, Google and Netflix, and incentivize viral sharing. The goal is to create buzz, increase brand awareness and loyalty, and see a rise in sales volume and return on investment.

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, Go
ogle 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.