Dodge Durango is a sport utility vehicle owned by Dodge who teamed up with Anchorman 2's front man, fictitious and hyper-masculine newscaster, Ron Burgundy for a series of painfully humorous commercials.
Dodge's team hatched the risky plan to incorporate the sexist newscaster, played brilliantly by Will Ferrell, into a stable of ads that would have Ron Burgundy pitching the Durango in his own wacky, and totally unpredictable fashion.
The pace to create these ads is one of the fastest I have ever heard of, with Will Ferrell banging out a total of SEVENTY commercials in only 2 days.
The genius here was 2 Parallel Competitors, Paramount Pictures and Dodge Durango, discovered they served the same market, and therefore found a great opportunity to overlap their promotions -- Paramount for the release of “Anchorman 2: The Legend Continues," and Dodge of the new 2013 Durango -- while Dodge ammassed huge gains.
While seeing these commercials with two seemingly unrelated products (one a movie and the other an SUV) is certainly surprising at first, it was the perfect culmination of linking a market's favorite character to speak on behalf of a vehicle they have statistically been proven to enjoy driving.
Will Ferrell quickly became the most successful salesperson in the history of Dodge selling 40% more vehicles during the campaign while website traffic was up 80%.Don't compete — DOMINATE.
More Marketing Campaigns of the Month
If you sell anything, you have most likely seen an ad from the one and only, Tai Lopez. He's probably the greatest self-promoter since PT Barnum. I first stumbled upon Tai like everyone else, with his ad which has since been...
Size is an interesting thing. In martial arts such as Jujitsu, a fighter can leverage the size of an opponent to bring him/her down to the ground. Avis has had all of the size in the car rental industry since their...
Get My Free Updates
Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.