Chrysler’s Doge Caliber is the focus of a significant media buy on EchoStar’s DISH Network. The campaign has the potential to reach 12 million interactive TV subscribers with :30 TV spots that trigger viewers to access more on the auto.
Commercials lead remote-hoggers to several content options. The remote unlocks a photo gallery; weekly features that tackle different aspects of the car; a dealer locator; and access to Turner Media Group’s iDrive TV channel for expanded content. Viewers can also request a Dodge CD packed with games, wallpaper and a chance to win a 2007 model Dodge Caliber.
The campaign, running through the end of July, was developed by DISH Network and Turner Media Group. It was built by OpenTV, a company with experience on the interactive TV medium.
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