Outstanding Integrated Ad Campaign

The customization of automobiles is time-honored tradition that has been in existence since the invention of the automobile. The after market for modifications to the Chrysler 300 is large and stretches across the world. Our audience reach was centered on the USA market, with outreach to the most influential "tuners" or modification experts and those who aspire to modify their car.

Due to online discussions, bloggers and influential outreach and the Chrysler client's insights to the modification audience, NMS chose John Fortuno, aka "Fatchance" to be the voice of the modification audience. Mr. Fortuno runs the largest Chrysler and Dodge forum and show, SpringFest. SpringFest is a showcase in Orange County, California that in 2011 garnered more that 800 cars to the event.

The branded entertainment/webisode was created over a one-year period that followed the design and build of Fatchance 2.0, a 2012 Chrysler 300. The goals were two-fold: to build a chorus of champions for the 2012 Chrysler 300 model and engage in robust online discussions via the online automobile forums and Chrysler branded online platforms. Those platforms included: Facebook, Twitter and YouTube.

We also captured the essence of the culture of the automobile audience, especially the modification groups. By producing a comprehensive program, we were able to show a leadership position for Chrysler in this group and drive the conversation so the client and agency could continue to optimize the content.

Contributors:

Executive Creative Director:	Greg Johnston
Creative Director:	Philip McAvoy
Senior Account Director:	Angie Creger
Art Director:	Philip McAvoy
Copywriter:	Greg Johnston
Senior Producer:	Chintimini Keith
Director:	Mike Million, Marc Ryan, Greg Johnston
Executive Producer:	Marc Ryan
Managing Director:	Tara Stone
Senior Account Director:	Katie Townsley

NEW MEDIA STRATEGIES

Location: United States

About the Agency:

MXM Social is a full service social media agency, uniquely positioned at the intersection of digital strategy, public relations, grassroots marketing and online business intelligence. With more than 2,000 social media marketing campaigns for 85 different industries, MXM Social has unparalleled experience in propelling clients to the forefront of social business design. Let us cut through the noise and ensure your message reaches your audience with extreme relevance.