Chrysler: Jeep/Dodge/Fiat Campus Tour

Chrysler Group wanted to generate qualified leads for their local dealership partners by making the Jeep, Dodge, and Fiat brands top-of-mind on college campuses.

Situation YMC leveraged its relationship with the National Intramural and Recreational Sports Association and collegiate rec centers to develop a program that was a win for the students, rec centers, and brands alike.

Solution

Millennial-focused vehicles featured in high-traffic areas

Engaging social media content

Brand ambassador street teams

Results

2K

Branded promotional items distributed per day

1.5K

Students engaged directly with key vehicles each day of the activation

18%

Conversion rate of participants to leads

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