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Dodge Ram Campaign Is All-Encompassing

Sep 19, 2008, 5:00 AM
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The campaign for the 2009 Dodge Ram pickup has action-film maker Tony Scott helming a long-form reality competition. But the campaign also comprises brand integrations, partnerships with NBC, Fox and Yahoo; election night (Nov. 4) home page takeovers on AOL, MSN and Yahoo; and a broad digital campaign.

The reality show element centers on real truck buyers from around the country driving a real obstacle course to prove how the all-new Dodge Ram "Never Backs Down From a Challenge." Teams of firemen, cowboys, military personnel and construction workers were each given a stock 2009 Dodge Ram Crew 1500 and competed against one another in four races and elimination rounds. The webisodes air on www.ramchallenge.com, hosted by Yahoo and linked to the Dodge brand site (www.dodge.com).

RamChallenge.com launches today with an introduction of the four teams competing in the challenge. The long-form programming begins Oct. 19 and continues through mid-December.

Dodge will also have a presence on Yahoo's social community network and Yahoo's Blue Lithium digital advertising network. The company says 17% of the total Dodge Ram media mix will be online.

On election night, Dodge will do home page takeovers on MSN, AOL and Yahoo with 341,000,000 guaranteed impressions. The company says more than 50% of the Dodge Ram's online impressions will be targeted to Ram truck shoppers, competitive truck shoppers, the five identified Dodge Ram customer segments and consumers who have searched for Ram-specific vehicle information.

Dodge will do promotions on NBC's "America's Toughest Jobs," the NBC Thursday Night Comedy Block and Fox's "Terminator: The Sarah Connor Chronicles."

Dodge is the exclusive automotive partner and grand-prize sponsor for "America's Toughest Jobs." The truck will also be featured on NBC's Thursday Night Comedies beginning Sept. 29, in what Chrysler LLC says is the network's first-ever co-branded Thursday night prime-time partnership.

Television ads comprise Ram Challenge promotional spots and four 30-second product-focused television spots. The Ram Challenge promotional spots begin airing on "America's Toughest Jobs" today.

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