The Australian Small Business Blog

Sunday, October 13, 2013

Ad of the Month - Follow-up

by Dr Greg Chapman

When you do an ad campaign, you must be nimble in these days of social media for a counter punch to leverage your campaign. In this ad for Dodge Durango, faux news presenter Ron Burgandy compares the 360 HP vehicle to … a horse! On its own, this is quite funny.

After this campaign was launched, the racing organisation, Breeders Cup, came up with a tweet, no doubt trying to leverage themselves off the Dodge ad:
Thinking @Dodge and Ron Burgundy have vastly underestimated the power of one horse!
Dodge then replied with this ad which included a talking horse doing the math on the amount of horsepower a horse has.

While Dodge didn’t know that this tweet would occur, it was ready for the social media response, and responded making sure that they got maximum exposure from their campaign, by treating it more as a social conversation.

How flexible are your campaigns?

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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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