CHRYSLER
MULTIVIEW SOCIAL VIDEO ACTIVATION + SUPER BOWL AD SPOT
THE ASK:
To support the new Chrysler 200’s “America’s Import” Super Bowl commercial, we were tasked with creating online advertising to support video content and a custom video player. The client wanted users to not only watch the commercial on TV or YouTube, but entice users to watch the commercial more than once.
Participation
Art Director
UX/UI Design
Client
FCA
Year
2014
THE CHALLENGE:
So… how do you get someone to watch a YouTube video, masquerading as an advertisement, more than once? The solution was actually very simple: give people something more to engage with beyond simply “watching” and gamify the repeated engagement with unlocking new experiences.
The new question was how to we take Bob Dylan’s unique brand and mesh it into Chrysler’s ask of multi-tiered storytelling?
KPIs + DELIVERABLES
Drive organic YT traffic to the 1M+ range
Build stronger, memorable brand awareness
Convert viewers to FCA sales funnel
THE PROCESS:
The SBS (Super Bowl Spot) was already done by another agency. We were given a digital copy to upload onto YouTube and test out our action plan with some supporting media. This was new technology at the time and we decided to deep-dive into YT’s capabilities to find out what we could build.
We knew we needed to give visitors something more to engage or “play” with. Our research showed that rewarding duplicative behaviors and repeated storytelling enhanced the original content.
As we dug into YouTube’s AV channeling capabilities, we found that we could add custom CTAs and buttons for users to further dive into a layered experience that served up exclusive, online-only content and a custom designed & developed video player to support the commercial and it’s messaging. Through rapid prototyping and user testing, we discovered that most visitors would only engage with 3 different types of additional content: Connective History of the video’s story, Music/Vocal Isolation, and Behind the Scenes (BTS) narration.
We needed to layer this new video player to display custom audio & video, and supplementary content on the fly that prompted a page reload, therefore boosting the view count and boosting numbers to meet the client’s core KPIs.
THE RESULTS:
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6 Unique Video Combinations
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+1200% increased traffic on chrysler.com
9.7M Views on YouTube
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YouTube
Yahoo
USA Today
We ended up with something special: The “Chrysler Re-Assembler”; a video player powered by the YouTube platform that enabled viewers to engage with uniquely interchangeable experiences:
The history of the video displayed in pop-ups
A karaoke or vocal-only track
A “director’s cut” voice over with the video’s creators.
Case Study Video
With having access to so many choices, the Re-Assembler garnered enough curiosity and enticed viewers to rack up far more additional clicks and page views that without. Over the course of the ad buy, chrysler.com had over 12 times their normal traffic while the Bob Dylan video accrued almost 10 million views on the platform.