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Viral Victors – by Ed Garsten


by Ed Garsten (Source Media.Chrysler.com)

December 13, 2011 9:50 AM
There’s no mystery as to why Chrysler Group’s U.S. marketshare has seen more growth than the domestic competition:  strong new products like the Chrysler 200, 300, the entire Jeep lineup, Ram 1500 pickup and Dodge Durango.
But aside from style, quality and features consumers crave, the public just can’t get enough of how we’re relaying those messages by making viral stars out a couple of TV commercials.

Proof?  The Jennifer Lopez “Papi” spot for the Fiat 500 Cabrio and the powerhouse “Born of Fire” commercial for the Chrysler 200 featuring Detroit-native superstar Eminem were among the Adage Top 10 Viral Campaigns for 2011 placing #4 and #7 respectively.

The commercials were so memorable, entertaining and told their stories so well, individuals and major website operators posted them to attract traffic to their sites. Together, the spots pulled in 49.7 million views online.  No other domestic automaker’s spots made the top 10.
Indeed, it’s hard to ignore the relationship between boosting share of online attention for our products by engaging consumers with well-told stories, and raising Chrysler Group marketshare on America’s showroom floors.

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