SocialSocial MediaSix Months After Firing NMS, Chrysler Picks a Social Agency

Six Months After Firing NMS, Chrysler Picks a Social Agency

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.”

Related Articles

Seeing the trees for the forest with paid social

Social & Community Seeing the trees for the forest with paid social

10m Mike O'Brien
Twitter introduces pre-roll ads for Periscope

Social Media Twitter introduces pre-roll ads for Periscope

1y Al Roberts
Seven B2B marketers rocking it on social media

Social Seven B2B marketers rocking it on social media

1y Bob Cargill
Five ways President Trump takes advantage of social media

Content Marketing Five ways President Trump takes advantage of social media

2y Bob Cargill
Is Twitter slowly dying?

More News Is Twitter slowly dying?

2y Al Roberts
The social media marketing checklist your business needs for 2017

Social The social media marketing checklist your business needs for 2017

2y Tereza Litsa
The ONLY lesson from every social media brand fail example ever

Insights The ONLY lesson from every social media brand fail example ever

2y Danny Goodwin
5 Really Good Reasons to Use Twitter Ads

Social 5 Really Good Reasons to Use Twitter Ads

2y Larry Kim