I'll admit it, i'm underwhelmed by the stunt itself. But, I have to give credit to Chrysler for the remarkable marketing of their marketing stunt at this year's Detroit auto show. The full New York Times coverage of the planning that went into the event reads like a press release, as does the video coverage of the action. [read it here]
To showcase the power and performance of their new Jeep Wrangler, they drove it off the stage (with Chrysler chief exec LaSorda inside), out a plate glass window, across the street and up a mock mountain positioned nearby. Pure spotlight-grabbing stunt that, oh yeah, grabbed the spotlight.
But it does beg the question - was the product more prop than hero? Feels like a misplaced awareness generator where they could have been driving engagement and consideration. Thoughts?
Comments