In just under three weeks, Chrysler’s Ask Dr. Z Dream Car Sweepstakes drove more than 24,000 consumers to enter its online promotion, which awarded Chrysler vehicles to nine winners.
The sweeps, which ran from Aug. 15 to Sept. 4, sent consumers to Chrysler dealerships to obtain a code. Consumers then registered the code at AskDrZ.com and selected one of three vehicles they wanted to win: a Dodge Challenger, a Chrysler Sebring or a 2007 Jeep Wrangler Unlimited. The automaker gave away three of each vehicle to the winners.
Of the more than 24,000 entries received, 55% of the entrants registered to win the Dodge Challenger, followed by the Jeep Wrangler Unlimited at 24% and the Chrysler Sebring at about 20%. In addition, more than half of the people who entered requested additional information on Chrysler Group products, Chrysler said.
“We were pleased such a large number of consumers requested additional information about the vehicles,” said Jodi Tinson, Chrysler spokesperson. “The promotion was great and nine people got a chance to drive away in a brand new Chrysler vehicle, which is always a cool thing.”
Print, online banner ads and TV spots supported the initiative. BBDO Detroit and Organic, Inc., San Francisco, handled. Chrysler Group is based in Auburn Hills, MI.
The sweeps was the second phase of Chrysler Group’s Ask Dr. Z ad that focused on its American and German engineering and design roots campaign (PROMO Xtra July 5, 2006). DaimlerChrysler Chairman Dieter Zetsche, dubbed “Dr. Z”, was the campaign spokesperson.
In the automaker’s $100 million Ask Dr. Z campaign launched in July, consumers posed online questions about the company’s vehicles. In the first six weeks, more than 600,000 consumers visited the Web site and Chrysler answered more than 4.2 million questions, Chrysler said.
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