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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.
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