Dec 03 Chrysler
Chrysler: Unlock the 200
After working with The Chrysler Group for almost three years, the Chrysler brand approached Ignite Social Media with the task of creating a highly engaging campaign to promote their new product reveal, the 2015 Chrysler 200. In addition, a second objective of the program was to drive traffic to a newly launched microsite showcasing the vehicle and its unique features.
Ignite Social Media took advantage of this opportunity by implementing a scavenger hunt sweepstakes, that integrated highly influential bloggers as traffic drivers to the microsite. Other means of discovery were implemented by promoting influencer content on the Chrysler brand social channels, and by placing Facebook and Twitter promoted posts across men’s style, lifestyle, tech, sports, nutrition/fitness and automotive sites.
This campaign ran for six weeks, during which participants explored the Forward Look blog (the official blog of Chrysler) and category relevant influencer sites to read about different features of the vehicle. On these sites contenders could find hidden tokens, allowing them to “unlock” a feature on the Unlock the 200 microsite for a sweepstakes entry. Six total features could be unlocked and if a single person revealed all six they would gain 10 extra submissions.
Participants included fans of the brand, but also Chrysler employees, who were given their own chance to win special employee prizes. Upon conclusion of the campaign, one grand prize winner won a brand new Chrysler 200, along with various other prizes. Other winners won smaller prizes.
By the end of this campaign, Unlock the 200 outperformed all 2013 Chrysler social programs combined. The program garnered a total of over 17 million impressions. Opt-in emails collected during the program more than doubled the number of names in the CRM database of owners and hand raisers. Due to the success of this campaign, the Chrysler brand moved ahead of all year to date annual goals. The program accrued over 10 million exposures, 700K engagements, and 40K advocacy actions. The program was such a success that annual 2014 goals that had been previously set had to be revised upward. The program was an interesting mix of influencer marketing, gamification and CRM marketing that paid real dividends for the brand.