Chrysler dealers want to turn Eminem’s Super Bowl commercial into impressive sales

Article by Christian Andrei, on February 17, 2011

Dealers of Chrysler cars are turning Eminem’s Super Bowl commercial’s buzz into sales by purchasing local ads, blasting e-mails to customers, printing T-shirts and reaching out to customers in other ways.

Created by Chrysler's new ad agency, Wieden + Kennedy of Portland, Ore., the Eminem commercial has been viewed more than 5 million times on YouTube (you can see the ad here).

The spot, an anthem to the resilient spirit of Detroit and its comeback-minded auto industry, combines Eminem and his music, gritty scenes of the city and a compelling new tag line for the brand: "Imported from Detroit."

The day after the Super Bowl, dealer Tom Vann was able to sell a Chrysler 200, which was featured in the commercial. He then sent e-mails to 10,000 potential customers. The following day, a woman who had received one of the e-mails bought a 200, which replaced the Sebring.

The owner of Team Hillsdale Chrysler-Dodge-Jeep in Hillsdale, Mich., Vann said that the dealership never sold Sebrings, but it recently sold two Chrysler 200s.

The owner of Love Chrysler-Dodge-Jeep in Alice, Tex., Marion Luna Brem is in talks with her ad agency regarding concepts to capitalize on the ad. Among the brainstormed ideas is a map featuring the "Imported from Detroit" slogan and showing a direct line between Detroit and Alice. [via autonews - sub. required]

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