Automaker broke with previous agency over a tweet disparaging the Motor City.
Chrysler Group has once again consolidated its social media activities with an agency partner, six months after an errant tweet led to the sacking of previous social agency New Media Strategies.
The company named Ignite Social Media as lead social agency following a review. The assignment includes strategic planning, development and production of social media initiatives for its Ram Truck, Dodge, Chrysler, Jeep and Fiat brands.
In response to the win, Ignite plans to hire approximately 40 new staff in Detroit and Raleigh, NC, where it's based. Desired skill areas include account services, social monitoring, community engagement/management, art direction, and copywriting.
The assignment brings closure to a mini-drama that started in March, when an NMS staffer mistakenly tweeted an unfortunate message from the @ChryslerAutos account. The tweet said, "I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive."
The agency apologized and fired the employee but the gesture did not placate Chrysler, which had staked its newest advertising, including its 2011 Super Bowl spot, on Detroit pride. It sacked NMS.
"So why were we so sensitive?" the company wrote in a blog post. "That commercial featuring the Chrysler 200, Eminem and the City of Detroit wasn't just an act of salesmanship. This company is committed to promoting Detroit and its hard-working people."
Since then, Chrysler's brands have managed their social media activities independently.
In a statement today, Chrysler marketing chief Olivier Francoi had this to say: "Social media continues to play an integral role in our marketing and advertising efforts as it connects each brand directly to their consumer and enables us to develop a relationship with them. Carried out in the right manner social media can engage the consumer to the point where they want to not only participate in the conversation but to lead it and encourage others to do the same."
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT