Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

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

by Kimberly Smith  |  
December 9, 2008

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


Dodge is Chrysler's best-selling brand, with 6.2% share of the US automotive market. The brand has undergone a fairly significant makeover throughout the last few years with the redesign of models past—including the Charger, Challenger, and Magnum—and the introduction of new "bells and whistles" that fit today's consumer lifestyle.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this marketing case study ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Kimberly Smith is a staff writer for MarketingProfs. Reach her via

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!