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]