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 utilized 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 of campus

Engaging social media content produced by college student influencers

Brand ambassador street teams comprised of college students + pros

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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