Case Study: How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales Forecasts

by Kimberly Smith

Published on 12/9/2008

Tags: Branding, Case Studies, Collaboration, Online Marketing, Sales, Sponsorship, Websites

Company: NHL.com
Contact: Larry Gelfand, SVP of media sales for the National Hockey League
Location: New York, NY
Industry: Sports, Online Publishing
Annual revenue: $2,600,000,000
Number of employees: 430

Quick Read

Before there was any talk of automotive-industry bailouts, Chrysler LLC called on a group of Web publishers to help with improving consumers' overall perception of the Dodge brand. Chrysler was confident that if consumers' underlying attitude were improved, they would be receptive to Dodge's new product designs and features.

The campaign ensued with the launch of the brand's first crossover vehicle, the 2009 Journey, in early 2008. Chrysler engaged 15 Web sites to creatively tout the new vehicle's innovative features, generating positive online exposure for Dodge and ultimately driving brand opinion.

NHL.com—the official Web site of The National Hockey League—was best able to cut through the clutter and deliver the brand message, and was therefore more successful in lifting brand opinion than any other enlisted site, according to Nielsen IAG.

Read the full Case Study

PRO Membership is required to access this marketing case study. Sign up to read the full case study and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial »
Learn more about PRO Membership »

Rate this case study

Overall rating

Not yet rated

0 rating(s)

Not a member? Sign up...it's free! Log in to add a comment!

Editors' PRO Picks

On Demand Seminar: Growing & Engaging Your Subscribers, Fans, and Followers

Presenter: Jeff Rohrs
Learn how to effectively grow your fans, followers, and subscribers with integrated social media and email marketing. more
Take 10 Author Series: How to Fascinate People With 7 Key Triggers

This webcast with Sally Hogshead covers key ideas from her best-selling book, Fascinate: Your 7 Triggers to Persuasion and Captivation. more
On Demand Seminar: B2B Social Media Marketing Power Hour

This FREE preview of SocialTech '12 helps you discover essential elements of powerful B2B social media marketing. more
Take 10 Author Series: How to Be Bold With Your Social Business Agenda

In just 10 minutes, Sandy Carter, author of Get Bold: Using Social Media to Create a New Type of Social Business, shares how to create a social business agenda more
Improve Your Small Business Marketing

Learn everything you need to know to grow your small business—from taglines, to plans, to websites, and more—in our handy, 65-page guide, DIY Marketing Essentials for Small Business. more
Tame the Giant: The Complete Field Guide to Facebook Marketing

Get the most out of your Facebook presence with our new, 55-page guide to Facebook marketing. more