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

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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.


NHL.com strategically infused Dodge product promotion into video and editorial content surrounding the Stanley Cup, creating a customized and successful online campaign.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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