Mediapost's Karl Greenberg writes that Chrysler has pushed itself into the social web, shifting a large chunk of its marketing dollars (1/4) into interactive under a new creative campaign called "Jeep 2.0".This new approach to connecting with its customers will attempt to engage fans via social networks like Facebook, YouTube and Flickr.
An analysis of the new marketing strategy show the increase in digital tools in the mix:
1) portals (using contextual/Google and behavioral/AOL targeting)
2) an IM avatar development program
3) online video
4) virtual "test drives"
5) an online fantasy football sponsorship w/print component
6) ads on free music download sites with viral marketing (pass this song on to your friends capability)
7) a TV spot (new)
8) microsites
9) a new campaign site which was redesigned to host rich-media offerings like video vignettes
10) traditional TV with product placement
11) events and bowl games
12) print ads
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