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.


Millennial-focused vehicles featured in high-traffic areas

Engaging social media content

Brand ambassador street teams



Branded promotional items distributed per day


Students engaged directly with key vehicles each day of the activation


Conversion rate of participants to leads

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