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August 09, 2004
Chrysler Group Launches "Discover Your Ride"
Integrated Marketing Program for Dodge, Chrysler and Jeep® Brands On Infinity Broadcasting Stations Across The Country
FOR
IMMEDIATE RELEASE
MEDIA
CONTACTS:
Suraya DaSante
248-512-4889
Karen Mateo
212-846-7638
Michael Volpatt
212-352-9583
Cross-media promotion leverages radio and
online media outlets to drive qualified customers to local dealers in over 250
cities nationwide
Oddcast Media Technologies, Infinity and Organic, Inc. help build offline awareness and an innovative online user
experience
Auburn Hills, Mich., August 9 --- Chrysler Group
recently launched "Discover Your Ride" (www.discoveryourride.com),
a cross-media promotional campaign that uses customized radio spots and an
online virtual tour to increase brand awareness, generate online price quotes
and drive qualified customers to their local dealers. The promotion features
customized radio announcements, VHost-driven online rich media advertising units,
and a mini-site that uses artificially intelligent agents to match customers
with Dodge, Chrysler or Jeep® automobiles.
This innovative promotional campaign was
launched in conjunction with Infinity Broadcasting, one of the largest
major-market radio operators in the United States, and Oddcast Media
Technologies, the leader in conversational character software
products and developer of VHost talking characters, which play an
integral role
in the Discover Your Ride promotion.
"At
Chrysler Group, we understand that in order to maximize brand impact,
media
programs must thoughtfully
leverage one another," said Julie Roehm, Director, Communications
Chrysler, Jeep and Dodge.
"DaimlerChrysler
strives to deliver an exceptional interactive experience by engaging in a
robust two-way conversation with prospective automotive buyers," said Chuck Russo, VP and Managing
Director of Organic Detroit.
More than 125 Infinity Broadcasting radio
stations will participate in the promotion, as well as select stations in
non-Infinity markets. Disc jockeys across the country will prompt listeners to
visit their station's Web site homepage where they will encounter a talking
VHostTM rich media ad unit, inviting them into the "Discover Your Ride"
experience. The site enables visitors to choose from one of four VHostTM
characters, and then take a four-question quiz to help determine their ride.
The quiz asks people interesting questions ranging from their weekend
activities to their attitudes toward traffic. Using a unique scoring system,
the quiz instantly determines the three Dodge, Chrysler or Jeep models that
best suit the user. Immediately, the site offers the visitor direct links to a
virtual tour of the automobile, as well as links to build and price a model.
"We worked with DaimlerChrysler to create a
marketing idea anchored by the power of radio - an idea that would leverage the
popularity of Infinity DJs by encouraging their loyal listeners to check out an
innovative way to shop for a new car," said Richard Lobel, Executive Vice
President, Infinity Solutions and Beyond.
-more-
VHostTM is the world's leading conversational
character technology, currently used by Fortune 500 brands as diverse as Coca
Cola, Gillette, Viacom and Washington Mutual. More than 3 million VHostsTM are
viewed every month by consumers in 23 countries, speaking 15 languages.
About DaimlerChrysler
The Chrysler Group, headquartered in Auburn Hills, Mich.,
is a unit of DaimlerChrysler, the world's fifth largest automaker. Its
brands include Chrysler, Jeep® and Dodge and feature some of the most
recognizable vehicles like the Dodge Viper, Jeep Liberty and Chrysler PT
Cruiser. In 2003, the Chrysler Group sold 2.64 million vehicles
worldwide. The DaimlerChrysler Corporation Fund, the Company's philanthropic
arm, gave more than $22 million in grants last year.
About Infinity
Infinity Broadcasting is one of the largest
major-market radio operators in the United States, with stations
covering the news, modern rock, oldies, country, FM talk, classic rock and
urban formats. Infinity owns 185 radio stations, the majority of which are in
the nation's top 50 markets and is also home to 29 of the country's leading
sports franchises amongst the NFL, MLB, NBA and NHL.
About
Oddcast
Founded in 1999, Oddcast (www.oddcast.com)
develops and distributes conversational character software products. Oddcast's
core technology, the VHostTM platform, enables companies to improve business
results by bringing Web and wireless content to life through conversational
agents. The company serves over 1,500 customers.
About
Organic, Inc.
Organic
creates exceptional online experiences for Fortune 1,000 clients by delivering
comprehensive Web development and interactive marketing programs that drive
more profitable customer relationships. Established in 1993, Organic
specializes in clients with high involvement products and services, such
as The Chrysler Group, Sprint PCS, Washington Mutual, Tommy Hilfiger and
CIBC. Organic has offices located in San Francisco, Detroit, Toronto and New
York and is a subsidiary of Omnicom Group (NYSE:OMC),
a Fortune 500 global marketing and communications company. For more
information, please visit www.organic.com.
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MEDIA CONTACTS
Karen L. Mateo
Vice President, Communications
(212) 649 9639
Allison Mandara
Communications Coordinator
(212) 649 9606
Dana McClintock
Senior Vice President,
CBS Communications Group
(212) 975 1077
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