Sector: Automotive

Challenge: Support re-launch of Sebring model with a superstar artist promotion emphasizing Chrysler’s new 20-gigabyte MyGig infotainment system and in-car iPod compatibility.

Solution: Rock River produced a monthly enhanced audio podcast series. . Each episode included full-length songs, artist interviews, DJ voiceover, artist & product photos, and links to Chrysler’s website and an online sweepstakes.

Execution: Rock River pioneered licensing agreement with superstar artists. It was the first time major labels licensed full-length songs for music podcasts. [and] Granular tracking data was provided monthly to Chrysler, including downloads per month/week/day, origin site, and number of click-thrus.

Results: Chrysler was able to deliver targeted brand messaging to the desktops and iPods of hand raisers and successfully associate with superstar music artists for a relatively inexpensive cost. Chrysler was also able to position its brand as an early mover in technology and communicate with potential customers in extremely popular music destinations such as iTunes that currently have little brand clutter.