2009 Dodge Ram to Rely on Massive Web Campaign

Automobile Staff
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Regardless of which presidential candidate is ahead on Election Day, expect the Internet to be dominated by the 2009 Dodge Ram.

Dodge is betting on a massive web campaign on November 4th to power the launch of its new full-size truck. It has bought ad space on several popular websites, including Yahoo, MSN, and AOL, and predicts it will make about 1.3 billion viewer impressions that day.

The campaign will feature video content created by movie director Tony Scott, and will center on the theme that the Ram “Never Backs Down From a Challenge.” Overall, Internet advertising will account for 17 percent of the Ram’s marketing budget during the launch. Most automakers are gearing up their efforts on the web due to tightening ad budgets and declining audiences for traditional media. Dodge’s senior advertising manager Mark Spencer pointed to the ability to target the Ram to very specific customers. The campaign will be able to deliver more than different 30 marketing message to buyers, including those looking at competitors’ trucks.

Source: Automotive News

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