PowerSession: Online Video Industry Forum- Mark Heber

Ram Challenge: Never Back Down PANELIST: Mark Heber , Senior Manager, Dodge Advertising, Chrysler LLC

An Ever-changing Marketing Landscape ,[object Object]

Keeping Pace ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Power Of Digital ,[object Object],[object Object],[object Object],[object Object]

The Challenge ,[object Object],[object Object],[object Object]

Unique Targeting ,[object Object],[object Object],[object Object],- Traditional Truckers 23% (Ram – 21%) Hard-working, pickup lovers who use trucks hard AND look good New Fabric Families 24% (Ram – 25%) Want everything in a truck to satisfy active lifestyles and do it with style Rec Riders 18% (Ram – 19%) Hauling and towing playtime gear wherever serious action takes them Pickups . .. It’s what we drive around here Casual Truckers 25% (Ram – 26%) Function before form… These guys put the truck to the test everyday Work First 10% (Ram –9%)

“ Ingenuity Under Pressure” ,[object Object],[object Object]

The Big Idea ,[object Object],[object Object],[object Object],[object Object],[object Object]

Immersive Ramchallenge.com Experience ,[object Object],[object Object],[object Object],[object Object],[object Object]

All Roads Led to RamChallenge.com 20 Miles of Ram Challenge Footage fueled our Offline and Online Mediums Intercepted Truck shoppers through Yahoo Engaged and Entertained Truck shoppers on Ramchallenge.com with Webisodes and other relevant content to hold attention Turned Awareness into Consideration /Shopping / Opt-in and ultimately purchase Multiple :60 and :30 TV Spots Drove Traffic to Ramchallenge.com Seeded the Social Media Network with footage and TV spots

Why Online? ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Ideal Partner…Yahoo! ,[object Object],[object Object],[object Object],[object Object]

Yahoo! Strategy ,[object Object],1.2 Billion Total Impressions Delivered 192 Thousand Clicks to RamChallenge.com 831 Thousand Clicks to Dodge.com FRONT PAGE AD NETWORK BT DODGE.COM

Ram Challenge Election Day Takeover Votes on Blue : 118,031 Votes on Red: 88,693 ,[object Object],[object Object],Video: 30,994 streams Total Interactions: 713,259 Total Redirects: 220,167 Total Votes: 206,724 Interactions: 462,098 ,[object Object]

Social Media ,[object Object],[object Object],11,008,546 million Total Impressions Delivered 410,000 additional views of Ram Challenge content Social Media Outreach Motive Quest Offline – Word of Mouth Social Media Monitoring & Intelligence Distribution Points Content ,[object Object],[object Object],[object Object]

With Risk Comes Rewards ,[object Object],[object Object]

Ram Challenge Made A Big Impression ,[object Object],[object Object],[object Object],*Nielsen / IAG ** Factor TG

Ram Challenge Drove Strong Search Activity ,[object Object],[object Object],Industry

Our Online Campaign Was A Huge Hit! ,[object Object],[object Object],[object Object],[object Object],[object Object],* Combined Ramchallenge and dodge.com

The Bottom Line ,[object Object],[object Object]

Run Ramchallenge Video Thank you

PowerSession: Online Video Industry Forum- Mark Heber

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PowerSession: Online Video Industry Forum- Mark Heber