Ron Burgundy is undoubtedly Will Ferrell’s most defining character, but let’s be honest. He’s the last spokesperson anyone expected Dodge to tap for launch of the 2014 Durango SUV.
Yet, Dodge’s leap-of-faith campaign to cross promote the 2014 Durango and “Anchorman 2: The Legend Continues” has clearly succeeded.
The measurable results of the multi-platform broadcast, social media and publicity campaign are already stacking up for the Durango with:
- a 59% increase in year-over-year model sales, followed by a 36% increase in November sales over the previous year,
- an 80% traffic increase to the Durango model website after the campaign launch,
- and a 100% increase in key performance metrics indicating purchase intent, such as use of its “Build & Price” and “Locate a Dealer” tools.
Need something to delight your afternoon? Enjoy Ron Burgundy’s most popular spot for the Durango, which has garnered over 4.2 million views on YouTube since October 4, 2013. When you’re finished, go ahead and watch the other 17 campaign spots here.
You know you want to.