Dodge announced they will spend 29% of their launch budget for their new crossover the Journey. Dodge will use a mix of portal takeovers, search and behavioral targeting to seek individuals who are ready to buy a car and meet their target demographic. This is the largest amount of online spend the Chrysler company has dedicated to launch a new product through the online channel.
Dodge started testing with 20 ads and then cut that down to 6 ads that met the desired performance metrics. Interesting note to see was that blue background ads performed better than green.
Tags: Dodge, Journey, Online product launch
