Dodge Clears the Road for Online Traffic

Dodge has rolled out the online red carpet for it’s new vehicle, Caliber. In an attempt to reach the elusive 25 – 35 year-olds with a $45,000 median income, Dodge has invested 20 percent of its project budget towards an online promotion plan. The ads will incorporate music, comedy and sports to help garner the attention of this younger demographic. Also included in the plan are online games and even a branded character on MySpace (to gain attention in the social networking societies).

Designating 20 percent of ones' project budget is a large increase from 4-5 percent a few years prior and the 10 percent most other companies use. This is not the first time DaimlerChrysler (Dodge’s parent company) has used online formats to promote a brand. In January the company motored out a series of online advertisements to promote its current Dodge, Jeep and Chrysler brands with individualized Web sites linking to personalized blogs.