2011 Super bowl commercial:

Chrysler 200

Erik AurdalØyvind Kjærandsen

Chrysler: "IMPORTED from DETROIT"

Chrysler 200• Super Bowl 2011

commercial.

• A viral hit (9 million hits on YouTube within a month).

• 131 people sought price quotes within 10 minutes

• Starring Eminem and his hit soundtrack:"Lose Yourself".

Summary of article

• A new sedan - Chrysler 200

• A new tagline: "Imported from Detroit"

• As well as: "Post-bankruptcy Chrysler"

Summary of article

The commercial was intended to introduce:

Chrysler 200 - Purposes

• Republican Congressman Dennis Ross said the following:"Whatever the intention behind the ad, the fact remains that the auto bailouts were wrong for the taxpayer, wrong for competitive innovation, and unfair to all of those hard working folks at companies that would have grown had the government not bailed out poor decisions"

• Conservative writer J.P. Freire (Washington Examiner) :"Is spending millions on a Super Bowl ad appropriate for a company that received a taxpayer bailout to recover from a bankruptcy?"

"Chrysler’s ad inspires political debate"

Debate in media

• What did you think of the Ad? Has this affected your opinion about Chrysler?

• Is it appropriate to spend millions of dollars on a Super Bowl ad after being bailed out with taxpayers money?

• Do you think Eminem was the right person to promote Chrysler’s ad?

Discussion

• Celebrity endorsement (Famous people attract attention)

• Brand personality (honesty)

• Viral marketing

Relation to class

• http://www.autoevolution.com/news-image/eminem-sells-more-chrysler-200s-than-ever-31214-1.html

• http://www.cbsnews.com/8301-503544_162-20030905-503544.html

• http://www.youtube.com/watch?v=SKL254Y_jtc

References