Chrysler Premier Event Case Study
Overview
Chrysler wanted to drive new and existing customers to their dealerships throughout the country. They asked Mudd Advertising (SHIFT is a part of Mudd) to create an advertising event that would generate a significant amount of leads and sales.
Challenge
To maximize dealer participation and consumer engagement while achieving consistency in creative execution across all 8 regions in the U.S.
Solution
To increase sales and web traffic to all Chrysler dealerships in the U.S., Mudd provided dealers with the following options to drive customers to their dealerships:
- Direct mail
- POP materials
- Email marketing
- Web banners
All these tactics drove consumers near each dealership to a microsite that was hosted by Mudd but personalized for every dealer with a customized video, contact information and inventory link. At each dealer’s personalized microsite, potential customers would “spin” the online wheel and receive a code to take into the dealership to spin again for a chance to win a new Chrysler vehicle.
Results
- Dealership Participation:1,965 Chrysler dealerships participated in promotion (89% of total eligible dealer population)
- Sales: 31% increase in national sales for the Chrysler brand
- Site Visits: 420,486 total visits made to the site
- Leads:
- Site Conversion: 75.9% of the microsite viewers converted into a lead by filling out the form and spinning for a number
- Average lead per dealership: 161
- Dealership Visits: 19% of site visitors went to dealership to spin a second time
Date
June 26, 2018
