Working with agencies BBDO Detroit and PHD, and at the direction of the Dodge brand, Organic created an in-depth persona for its target audience. Through the development of this persona, it was found that MySpace was the perfect media target for this campaign

Dodge placed Pig & Bear as a featured profile on MySpace, and also pushed ad units within the MySpace environment for increased awareness of the Dodge Caliber profile.

The key ingredient in successful MySpace campaigns is to give visitors something of value to fuel the nature of pass along, and also to encourage visitors to add the campaign as a "friend" and continue to engage in an ongoing relationship. Through three animated Pig & Bear episodes, which used the dark humor popular with this demographic, Pig & Bear IM icons, and Pig & Bear screen saver and downloads, we were able to be added to over 7,575 friend lists. This campaign also elicited over 250 comments from users. Many of Pig & Bear's new "friends" are very similar to the original persona created, validating the persona process and that we successfully hit our intended target.

The success of this campaign extended beyond MySpace. Pig & Bear are now also included on Friendster, available as a Yahoo Instant Messaging Environment (IMV), and also as an MSN theme pack. The first webisode is also running as a TV spot on cable.

Credit Information
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Client: DaimlerChrysler
Agency: Organic, Inc.
Budget: Undisclosed
Date of Campaign: 5/15/06 - 7/31/06