Filed under: Etc., Marketing/Advertising, Dodge
Advertising genius: Dodge may benefit as much as UNICEF from Shiloh Nouvel
Brad Pitt and Angelina Jolie did their best to ensure that the media circus surrounding the birth of their daughter, Shiloh Nouvel Jolie-Pitt, would bring in some mad cash for UNICEF. The folks at Dodge, however, had the foresight to purchase four full pages of advertising space deep within the bowels of the PEOPLE Magazine article premiering Shiloh's litte face, representing one of the biggest advertising coups in recent history.
As Dodge spokespeople say, the stars just sort of aligned. The number of 18-34 year-olds viewing the article will presumably be out of control after all is said and done --the company just couldn't have planned it better.
Makes Ford's Taylor Hicks connection sound kinda lame, now doesn't it?
[Source: The Detroit News]
Reader Comments (Page 1 of 1)
billy C. 9:24PM (6/16/2006)
This is supposed to be a car site, not a celebrity/paparazi site. Whoever Erin is - please get with the program.
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FireSermon 10:22PM (6/16/2006)
"one of the biggest advertising coups in recent history"
Are you f-ing kidding me?
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Andrew 10:28PM (6/16/2006)
In Taylor Hicks and Fords favor, at least their advertisements aren't based around a freak show. Why didn't Dodge just sign Paris Hilton and Lindsay Lohan?
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Bruno 11:22PM (6/16/2006)
Not you too. Another sign the apocalypse is nigh.
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P.L. 12:00AM (6/17/2006)
Get real! A four page ad inside a gossip magazine is supposed to increase Dodge's revenue?!? Desperation has a way of tricking the mind into believing the preposterous!
Another "bold" flip-out by Dodge!
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Sanfam 1:39AM (6/17/2006)
Not to belittle any posters here, but consider the incredible amount of exposure to be gained by hitting such a high volume target.
This is a win for Dodge. A Massive win. The 18-34 market segment is one in which there is no real long-term brand loyalty yet, as well as a willingness to experiment with their buying habits. The Caliber and Charger could both get very big image boosts from this. And if the Avenger were here sooner, it would likely be a perfect fit right between, looking desirable to a 20-something looking for a sporty ride on a lower-level budget, but offering an "in" to the larger and smaller models on either side.
I do think that someone needs to stop using fancy looking words, though. It doesn't help when the usage is not quite right. "Coup" may be technically accurate, but in this context it does not fit.
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Chris 8:57AM (6/17/2006)
Well I'm in the 18 to 34 year old set (33 to be precise), and I couldn't give a flying F less about seeing their new baby or reading the article.
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Carlton 10:29AM (6/17/2006)
"The number of 18-34 year-olds viewing the article will presumably be out of control after all is said and done"
Shows what age group drools over the celebrity gossip. Many of the people in that age group that I've dealt with tend to be shallow and uneducated, thus targeting them with Dodge advertising is a smart move by Dodge.
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Mama's little helper 11:14AM (6/17/2006)
Is is just me or do those two sometimes look as though they need a bath, you know, a real good scrubbin'.
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Dodge Caliber 1:29PM (6/17/2006)
This is pure marketing genius, and it applies to autoblog since its about promoting the Dodge Caliber, the "anything but cute" campaign fits perfectly with this.
Personally, I think its hilarious.
http://www.caliberforums.com
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Nick 4:08PM (6/19/2006)
"Many of the people in that age group that I've dealt with tend to be shallow and uneducated..."
Many people in many age groups tend to generalize, stereotype, and show prejudice.
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shpwkly 4:27PM (4/19/2008)
Hey,
Everyone one seems to have a lot of input on the advertising stint. Do you know what ad agency Dodge uses?
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