Chrysler Debuting New Crossfire Work

DETROIT DaimlerChrysler’s Chrysler Group expands its marketing for the new Chrysler Crossfire sports coupe this week with other elements joining the print ads that broke in early June.

Like all Chrysler spots, they include the divisional tagline: “Drive & Love.” All work in the campaign also features the same Crossfire-specific line of copy: “Dreamed in America. Crafted in Germany.” The campaign was created by Omnicom Group’s BBDO in Troy, Mich. Spending was undisclosed.

Breaking this week are outdoor ads, Internet banners, a CD-ROM that will be inserted in four magazines and a promotion on TiVo. TV spots will join the mix in the fall, a Chrysler representative said.

The interactive CD-ROM comes attached to a four-page Chrysler Crossfire foldout ad slated for the August issues of Wired, GQ and Automobile, and the July 21 issue of Fortune, with about 2.7 million subscribers in total. The CD-ROM provides an in-depth, interactive profile of the Crossfire, including the history of the Chrysler brand, a 360-degree viewing of the Crossfire, videos, vehicle specifications and available colors, pricing information, hotlinks to the dealer locator, and upcoming Chrysler events, as well as the music of Celine Dion.

The promotion on TiVo runs from July 8-22. Viewers will be able to see video clips and schedule an upcoming program on the Crossfire that is airing on SpeedVision. TiVo viewers can also order the Crossfire CD-ROM with a click of their TV remote.