Chrysler Group plans to evaluate whether it will launch more programs that drive radio listeners to the Web following an initiative with Infinity Broadcasting that prompts people to log on to "Discover your ride."
"We're going to explore, evaluate and test creative ways in terms of offline to online," said Bonita Stewart, director of interactive communications at the Auburn Hills, Mich., automaker.
The summertime radio-to-online push—Chrysler's second and most extensive to date, according to Stewart —has DJs and spots on 130 of Infinity's 185 stations encourage listeners to go to their respective Web sites. There, visitors are greeted with a banner featuring a virtual host.
The conversational character, created by New York-based technology provider Oddcast, directs users to take a four-question quiz at DiscoverYourRide.com to determine the Chrysler car that best suits their personality.
"We're trying to push qualified leads to the dealers by sending them through this process," said Bill Camp, vp of operations at Omnicom Group's Organic, Chrysler's interactive agency.
As of last week, 226,452 people had visited the microsite. Of those, 13,467, or nearly 6 percent, continued on to one of Chrysler's Web sites, according to Oddcast founder and CEO Adi Sideman.
Chrysler spent $26 million on radio last year, according to TNS Media Intelligence/CMR, and more than $55 million on Internet advertising.
"As we pull together an integrated marketing campaign, the Internet provides a unique way of gluing everything together," said Stewart. "If we can move them to the Web site, they can have a very rich brand experience."