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All New 2007 Dodge Caliber, Pig & Bear Campaign
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 |
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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