Social Media case study of effectiveness For Chrysler. Find more cases at http://www.socialmedia8.com/#/cases/caseoverview1

1. CASE STUDY OF EFFECTIVENESS
CHRYSLER – DODGE NITRO
CLIENT Chrysler
CAMPAIGN Dodge Nitro
START July 2007
CATEGORY Automotive
AGENCY SocialMedia8

2. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
CHALLENGE
Our 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.

3. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
STRATEGY
Insights: our most likely to buy target
audience are tough and muscular men.
Their car purchase decision is influenced
by the opinion of the men they respect:
opinion leading car bloggers and car
influencers.

4. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
CONCEPT
The concept consisted of a dedicated
campaign site and a shocking Dodge Nitro
online video which featured a dog being
electrocuted by the new powerful Dodge
Nitro, charged with adrenaline.
The video was created by BBDO.

5. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
USE OF MEDIA
To start buzz and unlock emotions, we
seeded the online video to relevant car
influencers and opinion leaders, video
sharing portals and social networks like
Facebook and MySpace.
In stage 2 we spread the news to
newspaper journalists and TV networks.

6. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS
RESULTS
The 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.

7. ABOUT SOCIALMEDIA8
SocialMedia8 is the world’s first global social media marketing agency, part of WPP’s GroupM. We earn
attention through viral seeding for brands, creative agencies and media agencies worldwide. SocialMedia8 is
a 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 country
and 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 low
costs per contact. If your viral might lack the creativity to earn massive attention, we can offer guaranteed
reach 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 you
valuable 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