Though automakers are shifting millions of ad dollars to the Internet, they have not neglected the old boob tube. Dodge, Turner Media Group and EchoStar along with its DISH satellite TV network have teamed up to bring one internet feature--interactivity--to Dodge's new TV-based Caliber campaign. Subscribers seeing one of the 30 second ads will be shown an on-screen "trigger" that will transport them to a website-like environment where they'll be able to browse a picture gallery, locate dealers or view a highlighted feature of the week. Mark T. Spencer of Dodge says, "Caliber buyers are savvy TV viewers who will enjoy the convenience of interactive television to take their first test drive." [Source: The Auto Channel]
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Reader Comments (Page 1 of 1)
Quickreach @ May 17th 2006 8:45PM
Yep, this is definitely the future of advertising. If television is to have a chance in 10 years, it better adapt to the Dish/Direct model. Good stuff!
AdamT @ May 17th 2006 10:44PM
But it isn't a new thing....I have DISH and have seen Ford do this, Range Rover, several others.
Keith @ May 18th 2006 12:00AM
I think if you could CHOOSE what sort of commercials you saw (car, electronic, insurance, anything 'funny', candy, etc.), people may actually pay a little attention.
I and NOT in the market for an AARP membership or term life insurance. However, if I could see a well-fimed and HD BMW, Porsche, and Audi commercial, I would actually be interested.
Tom Design @ May 18th 2006 12:06AM
During the 70 year record drenching we had lately, I was stuck watching traffic in front of the Fairmont Copley Hotel in Boston. In the valet lane I saw the following: Two 2001 Camrys (one with plastic hubcaps and a spoiler!), Lexus GX470, Lexus RX350, 2004 Buick Regal GS, new Jeep Grand Cherokee, Acura RX, Jeep 2001 Cherokee, 2004 Buick LeSabre, Volvo XC90...and along drove up the Caliber. It is highly styled and distinctive with a solid look, but very choppy, with chunks of plastic and black trim globbed together. The rear window and side windows are very tiny, almost useless. And, the front seatbacks push so far back past the B-pillars, that i thought the headrests belonged to the BACK seat. The 2 middle aged couples who got out didn't seem like they needed much leg room, so i can't imagine what it's like to sit in the front seats with your head behind the B pillar. Very odd compromise for style. It's anything but cute, for sure. It did stand out against the other conservative cars driven by the Boston wealthy.
Harrison @ May 18th 2006 4:29AM
Keith, you point out the #1 concern of almost all advertisers. All of them want to target their ads to the person that wants to actually see the kind of ad that is of their interests, sure we all see something we never thought of before due to the randomness of the ads, but being able to target the exact consumer is the ideal use of their ads money. If you wanna see cars see cars, boats see boats.
But that is going to be so expensive to the company putting out advertisements that is why they just clump a bunch of buyers into different segments, and figure for anyone watching a show of lets say american idol, they are going to be fashion savvy, coke drinking, blackberry users. That is why we see more of those commercials at that hour and not fat loss commercials.
Harrison @ May 18th 2006 4:32AM
PS. Commercials however entertaining they are, are obviously meant to create purchases, and thus just being able to pick entertaining beer commercials to view all day does nothing for the company if you do not intend to purchase beer, so that just ends up costing the company more money in wasted advertising dollars. Sort of like a pay per click program with Google, how often do you actually buy something when you see a banner or text link on google's adwords and actually buy it after clicking the link, well most people do not and the owner of the website has to shell out cash for your entertainment.
rrudorf @ May 18th 2006 9:29AM
i saw an SRT4 Caliber going up Adams road in Oakland Twp. Michigan last night, extremely agressive in person. It almost looked angry. I don't know how close to production specs it was.
tony belligerent @ May 18th 2006 10:00AM
#7: No you didn't. They don't exist yet.
rrudorf @ May 18th 2006 10:12AM
#8 I live 2 miles from DCX and work across the street from the DCX marshalling center on Lapeer road. I did see the car and did note that it was pre-production. Go back to sleep.
John Gonzalez @ May 18th 2006 1:42PM
There are many Caliber SRT-4 test mules running around.
http://www.caliberforums.com
Chris Massey @ May 18th 2006 5:23PM
Mercedes-Benz actually did this a year ago for the launch of the M-Class. It's a cool idea that ends up having very mixed results.
M S @ May 21st 2006 6:48PM
The commerical that got most of my town hooked was the one w/ the girl on the beach foldong down the speakers... I think the caliber should be aimed toward the younger crowd of consumers. I personally got my own Caliber R/T last week and love it. Many people stop just to ask what it is. Its also great for tailgating.
Lindsay K @ Jun 14th 2006 3:46PM
Just out of curiosity, does anyone know where I could find a video clip for the new Caliber tv commercial --the one with all the cuddly animal characters used as a test group for their thoughts of the new Dodge? (Btw, it does seem like it would be awesome for tailgating.)