DaimlerChrysler Surprises Press with Product Reveal - Event Marketer

DaimlerChrysler Surprises Press with Product Reveal

DB_Gold_Daimler Chrystler_2006 Ex
Brand: DAIMLERCHRYSLER
Agency: CLEAR!BLUE
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2006

Dodge’s new muscle car made a big entrance at Detroit’s North American International Auto Show in 2005, as the brand reintroduced a model that hadn’t seen the streets in 30 years. A band played hits from the 1960s and ’70s to work the crowd leading up to the unveiling. The reveal began with a spokesperson talking up the Charger’s history with NASCAR racing, leading the audience to believe they’d be seeing Dodge’s new Nextel Cup race car. Indeed, a Charger decked out for stock car racing rolled onto the stage—but moments later, a pit crew with air wrenches hopped out, switched out the car’s tires and removed a faux racing shell from the vehicle, revealing the production model Charger beneath.

After the pit crew did their thing, Nextel Cup driver Kasey Kahne and racing legend Richard Petty (the King raced Chargers in the ’70s) came on stage to give the new model the thumbs-up. Thanks in part to the unveiling, Charger ranked among the top 10 new car models covered at the show, with stories running on NBC, ABC, and in The New York Times and Chicago Tribune.

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