• by OMMA Magazine Writers , September 15, 2009

Chrysler found a new way to speak to an old audience that was well aware of the depressive state of the auto market. To inspire sales, they decided to personalize the Dodge Ram, a truck they wanted to be seen as the toughest truck on the road. To do this, they created a web-reality show with obstacle courses and racing competitions that gave people the chance to win the new truck. By doing this, the site gained 4.4 billion impressions, surpassing the target by nearly 1 billion.

BBDO New York: David Lubars, Bill Bruce, Chief Executive Officers; Brian DiLorenzo, Director of Integrated Production; Jeff Beverly, Nicholas Gaul, Agency Producers. BBDO Detroit: Rick Dennis, Executive Creative Director; Gary Pascoe, Creative Director; Steve Glinski, Art Director; Tim Thomas, Copywriter. RSA Films: Tony Scott, Director.