Case Study: Chrysler Group achieves high response rates and 15,000+ test drives with Boingnet personalized pURL campaigns

Chrysler Group - Customer Case Study

Chrysler Group faced the challenge of contacting more than 1.6 million (up to 2.2 million) new and existing Chrysler, Jeep and Dodge owners to move lessees into purchases, drive repeat sales, and onboard new vehicle owners. BBDO Detroit retained Boingnet to deliver the centerpiece of this Owner Communication Campaign: personalized URL (pURL) microsites, personal QR codes and multi-channel communications to support print, email and web outreach.

Boingnet built, hosted and launched a 12‑month, four‑part campaign in under three months using 12‑page, highly variable pURL microsites, an Interactive Scratch & Win game, drip emails and integrated analytics. The campaign generated over 15,000 test drives and 110,000 expressions of new‑car interest, achieved postcard response rates up to 19.28% and quarterly campaign response rates of 8–12%, saw up to 5,000 daily revisits to the Scratch & Win page, and produced 2–3% conversion lifts from drip reminders—while Boingnet’s analytics and dealer pages drove measurable accessory and service sales for Chrysler Group.

Chrysler Group