While Chrysler has been behind the Super Bowl’s most talked-about commercials for the past few years, this is the first year the automaker has added an element of charity to its marketing plans for the big game.
Chrysler aired a pair of two-minute ads during the Super Bowl this year, one for Jeep called Whole Again, and the other for the Ram brand called Farmer. As I mentioned earlier in the week, Jeep has promised to give up to $300,000 to the United Services Organization (USO). The brand, whose own history is forever tied to this country’s military, will donate $1 for every tweet with the hashtag #joinOSR, or visit to Yahoo.com or the Jeep Operation SAFE Return website.
Ram had somewhat loftier goals, pledging to give up to $1 million to the Future Farmers of America. The plan was to donate $100,000 for every 1 million times the commercial was seen, shared or emailed from its website. Now we have word from Ram brand chief Fred Diaz that the million-dollar goal has been reached less than five days after the ad first aired.
The ad has reportedly done wonders for Ram, as well, with traffic to its website up ten-fold and dealers reporting their showrooms are fuller than before, sometimes with people who just want to say how much the ad had touched them.
The Jeep ad was my Must Watch Video of the Week last week here in the Car Pro Weekly.