Like many other car manufacturers, Dodge is always represented on the Dutch AutoRai, one of the largest car shows in Europe. To extend the experience of the 2005 edition of this event, Dodge and Icemedia used the Shoot & Share concept



CAMPAIGN FACTS

• At location: 2,300 photos taken
• Online: 10,000 unique visitors / 44,000 photos viewed
• Offline: 1,200 sets ordered / 55% of those photographed order

OBJECTIVES AND TARGET GROUP
•  Reach boys under sixteen via photo marketing and icecards
•  Visible Event Promotion – extra booth marketing
•  Integration with Internet – generate traffic to www.dodge.nl
•  Data acquisition
•  Extend the event experience

CAMPAIGN SET UP
During the ten days of the AutoRAI in March 2005, every hour for 15 minutes, photo-graphers made photos of young people in front of a Dodge Viper. Only people under sixteen years were allowed. Participants received a card that explained them where and how they could see the photo (www.dodge.nl) and order their personal icecards with the photo.

Before entering the photo application on the Internet, people had to register and leave their personal data, stimulating data acquisition. After ordering their cards with their own photo, users received a set of 20 contact cards at home. A reminder email was sent to all registers that entered but did not order the cards.

CAMPAIGN RESULTS
The promotion was very succesfull, 51% of the photographed people ordered the Dodge icecards. In total 1,196 sets were ordered and distributed.


85% of the users represented the age group of 10 – 16 years, which is perfectly in line with the target group. The average age was 15 years, peak lying at 13 years. The photo promotion was very popular at the audience and generated a lot of buzz on the AutoRai. Moreover, the optin percentage of 38% was very satisfying, giving Dodge the possibility to approach these people in the future.