Dodge Goes Interactive on DirecTV
The Chrysler Group is out with an interactive advertising campaign, conducted in partnership with DirectTV, to promote the launch of the Dodge 2007 Caliber.
DirecTV subscribers can tune to channel 115, an interactive advertising channel, to access information on various products. The channel allows brands to showcase their products to support sales and marketing initiatives.
Weeklong 24/7 Dodge campaigns will air May 22, June 12 and July 3 on the channel. Viewers can enter their ZIP codes to receive a list of five Dodge dealers nearest to their homes. They can check out different Dodge Caliber models and photos of the vehicles exterior and interior. Potential customers can also order a Dodge CD, which includes music, a PC game, wallpaper, and more, by clicking a “Get Cool CD” icon on their TV screen. Via the CD, they can enter a sweepstakes to win a 2007 Dodge Caliber.
“This ad campaign provides consumers with the opportunity to interact on a deeper level with our products than possible with typical television viewing,” said Mark T. Spencer, senior manager, Dodge Communications, in a statement. “Viewers may experience the new Dodge Caliber and learn more about product features and options without having to leave their living rooms.”
TV spots on other DirecTV channels support the campaign and drive viewers to channel 115. A DirecTV interactive homepage channel also runs teasers linking to the ad channel.
El Segundo, CA-based DirecTV, in conjunction with BBDO Detroit and San Francisco-based Organic Inc, developed the campaign.
Dodge is a subsidiary of Auburn Hills, MI-based DaimlerChrysler Corp. This is the second time the automaker will showcase its brands on the channel. Last fall, its Jeep Commander brand launched a similar campaign in which customers could opt to receive e-mails on the SUV.
