Winner: Chrysler Group and Clear!Blue
Campaign: Jeep Stick in the Mud
The Mission:
To publicize its new four-door Wrangler, the Jeep brand wanted to get creative.
The Hook:
Joining forces with Clear! Blue and Centra Marketing and Communications, the Chrysler Group launched a "Stick in the Mud" contest, where 120 consumers chosen from a pool of
more than 2,500 registrants had one minute to wade through 14,000 gallons of mud in search of hidden sticks, earning points as they went.
Calling: No Sticks in the Mud
Held at the 2006 State Fair of Texas in Dallas, the contest was designed to appeal to three audiences: adventurous consumers; Jeep loyalists; and print, television, radio and
online media with direct access to consumers.
And the Winner Was:
Homero Perez of Garland, Texas, who walked away with the keys to a new Jeep Wrangler Unlimited, proving he's no "stick in the mud."
Mission Accomplished:
The event was covered by both local and national media, netting a total of 27.3 million media impressions in print, TV, radio and online. TV shows such as The Weather Channel's
"Weekend View," as well as ESPN2's "Mike and Mike in the Morning" and "Cold Pizza," covered the contest. The cost per media impression for this program was less than two cents,
and it created buzz that would stick with consumers for a long time. PRN