Will Ferrell's eccentric ads for the Dodge Durango appear to be working. The automaker launched it over the weekend with a big presence on SNL. Kontera, a firm that measures Internet content and social media impressions says consumption, the amount of Web interest being stirred up
on a topic, shot up 524.18% on Durango from Friday to Monday compared to the same period the week before. Durango got 37% more of a bump than Ferrell or Ron Burgundy on Kontera's Brand Consumption
Index.
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