Case Study: Chrysler's Letters for Lyrics
New Media Strategies was hired by Chrysler to promote their new line of Ram trucks.
Understanding their target audience well, Chrysler decided to partner with the Zac Brown
Band in a campaign to get supporters to write letters to US troops on active duty. The goal
was to generate mass numbers of letters to servicemen and women, and shed light on
Ram Trucks’ participation in the effort.
They had a strong video spot and a campaign microsite, and needed a powerful online tool
to support the national letter-writing initiative’s on-the-ground efforts at dealerships and concerts.
The Spark letter-writing tool allowed visitors to watch a short video about the campaign, write
a letter to be delivered by the nonprofit organization Soldiers’ Angels, and scroll through
other letters from supporters, instantly reinforcing a sense of community participation. And when
people shared the Sparks, they shared the whole package.
This portability enabled the campaign to be posted to partnering sites like that of RamZone,the
Zac Brown Band, participating Ram dealerships, dozens of journals, blogs and fan sites, and of
course Facebook. This was hugely effective in allowing supporters to pass on the campaign and
enlist friends and contacts from much larger networks.
The Letters for Lyrics ongoing campaign has been a big success, gaining traction with ever larger
numbers of supporters. The Spark has allowed them to distribute the campaign widely and capitalize
on its simultaneous impact from multiple platforms.
The Spark generated 8475 letters, 58% of the total, more than the campaign’s
- The Spark had a total of 1.5 million impressions and 489,805 unique visitors.
- The Spark was displayed on over 170 domains and 7,601 URLs.
- A total of 40 blogs picked up the Spark and generated 14,097 hits.
The Letters to Lyrics Spark outperformed online campaign industry standards by
20 times with a click-through rate of 2%.
28,085 clicks garnered organically on Facebook for an estimated value of
$25,277.00. (Facebook Cost per Click = $.90)