Chrysler rolls out virtual factory tours
Looking to buy a new car? Sure, you could go see it in a showroom and take it for a test-drive. But if you’re looking at the 2015 Chrysler 200, now you can also take a virtual tour of the factory where it’s assembled and see exactly how it comes together.
The Chrysler 200 Factory Tour, built by Wieden+Kennedy Portland and Google, lets consumers take a deep dive into the various aspects of the manufacturing process just through a couple of clicks. The virtual tour of the company’s Sterling Heights Assembly Plant in Michigan is powered by Google Maps Business View, an extension of its Street View technology catered to businesses, and it stitches together 360-degree panoramic videos and photos of the factory together to create an interactive experience. The tour is available on both laptop and mobile devices, and on both Android and Apple.
Immersive virtual tours are hot right now — Marriott is already offering Oculus Rift tours of Hawaii and London, and a number of digital agencies are honing their virtual-reality chops for future campaigns. In addition, earlier this year, HBO also came out with a virtual tour of Westeros, the fictional setting of its series “Game of Thrones.”
For the Chrysler campaign, a 30-second film called “Reverse” introduces the 5 million square-foot factory to drivers. They can then either explore the facilities themselves or take a tour with the help of 12 different videos dedicated to individual areas of the assembly plant.
The videos come with a running commentary explaining the particular area, and users can even scroll down to get images and small descriptions of the machines and the process, a crash course on the process of car manufacturing and engineering.
One video takes viewers through the “Butterfly Assembly” process, for example, which demonstrates how the two sides of the car’s body are assembled on opposite sides of the factory before they are actually attached. Another highlights “Laser Brazing,” a step in which lasers seal the car’s roof with one long weld.
The Chrysler campaign seeks to promote and drive customer engagement for the all-new Chrysler 200 through Chrysler’s social channels, including Facebook, Twitter and Instagram.
“The all-new 2015 Chrysler 200 is unlike any vehicle Chrysler brand has produced in the midsize sedan space,” Olivier Francois, Chrysler’s chief marketing officer, told Digiday. “It’s one thing to say we put the ‘new’ in ‘all-new’ and another to show it. There is no better proof of this than the Sterling Heights Assembly Plant. Since we couldn’t bring everyone into the plant, we worked with Google to openly bring it to the people.”
With user-generated content on the rise, platforms are emerging to support this new type of creator
In 1996, Bill Gates infamously stated that “content is king”. In 2021, it might make sense to append “user-generated” at the beginning of that statement.
‘Every brand has a purpose’: A collective of women’s health brands rally against Texas’ new abortion law
In light of Texas' recently passed abortion laws, women's wellness brands took at a full-page ad in the New York Times to respond.
This search marketing pioneer is running for office, but search is not the most important part of his campaign playbook
Search and digital marketing vet Kevin Ryan is avoiding search in favor of Facebook ads in his small N.J. Assembly campaign, but says nothing beats in-person voter contact.
SponsoredHow advertisers can tell the difference between banner blindness and ad-aware consumers
Aditya Padhye, general manager, Trestle at eyeo Advertising is part and parcel of daily life –– from billboards in the street to smartphone apps, its presence is unavoidable. While some advertising strikes a chord with people, there are certain ads that have the opposite effect. Increasing internet usage among all demographics, higher demand for sales […]
‘Continue to ebb and flow over time’: Denny’s chief brand officer on how consumers’ moods inform brand messaging
Digiday caught up with Denny's chief brand officer to understand how he's thinking about marketing now, what changes stay past COVID and how the brand is thinking about working with college athletes.
Apple poised to reshape online advertising as investment and influence grows
Between recent tech updates and announcements that reshape advertising, it will be Apple marketers turn to now for leadership on privacy issues that matter to their media spends.