The Dodge Dart Registry is a campaign by Chrysler that proclaimed the bold statement of ‘How to Change Buying Cars Forever’. This new campaign attempts to use crowdfunding in order to help finance a 2013 Dodge Dart, which is a sedan aimed at the younger generation for its cool interior and exterior and lively engine. The commercial explains how the website works and portrays how easy it will be for young people to get a new car by having their relatives and friends each supply a little bit of money in order to fund the entire vehicle. The users of the registry are encouraged to use social media such as Twitter and Facebook to campaign in order to try to procure their funding, which makes it an integrated campaign. This has become a successful campaign due to thousands of users setting up registries for free and many getting very close to fully funding their cars, including some not for profit charities.
This campaign touches on the course concept of consumer insights by Chrysler analyzing the younger demographic and coming up with this entirely new way to approach them in terms of automobile sales. Their insights were that young people generally need a lot of help from family to purchase new cars and this would be a fresh way to attempt to get money without having to ask their family directly along with being able to see their progress as they go along. Chrysler understands their target audience and this is a clever way of marketing their new car as an attainable goal through their use of social media and their registry.
Erik Snucins, 06045350, Comm353-1, consumer insights, understand target audience, campaign
Via Joachim Scholz, PhD