The Auto Writer

Automakers, like all major corporations, craft marketing campaigns designed to help drum up business. Many times these campaigns are developed in coordination with an ad agency to help find the “sweet spot” where customer interest is turned into actual sales.

Some campaigns are a bust, quickly scrapped and soon forgotten. Others, do their job and help bring in a steady stream of customers who might otherwise not show up at a particular brand’s new car showroom, giving sales people the opportunity to market their products.

Once in awhile a marketing campaign has an impact that not only brings in additional customers, but provokes the type of controversy that causes the campaign to go viral. By viral, I mean that the campaign mutates and spreads on its own with very little help from the company or the ad agency.

Let’s Refuel America

A prime example of viral marketing success is Chrysler’s current Let’s Refuel America campaign, an initiative started by Chrysler LLC to guarantee buyers that they would not have to pay more than $2.99 per gallon when filling up. Specifically, customers buying a new Dodge Ram truck would be guaranteed that their gas price would not hit $3 per gallon even if the pump price says $4, $6, or even $10 as some are predicting will happen.

Now Extended Through July 7th

Chrysler’s marketing scheme extends to most other Chrysler, Jeep, and Dodge brand vehicles, not just to the Dodge Ram, and the program was to end on June 2nd. However, Chrysler is reporting a 25% increase in web activity and a 34% increase in lead activity from the internet. With this news, Chrysler is extending the initiative through July 7th, in a bid to keep the momentum building.

Controversy Sparks Free News

Many of the automotive blogs have commented on the Chrysler initiative, with most articles stating that “Let’s Refuel America” is a bad idea. Actually, I’m being kind by not repeating some of the uglier comments as they can easily be found by looking around for yourself.

Personally, I wouldn’t advise a customer interested in buying a Jeep, Dodge, or Chrysler vehicle to join the program for one important reason: you lose the chance to take advantage of other incentives offered by Chrysler LLC including rebates which can add up to more than $5000 for certain vehicles. Yes, as gas prices fluctuate your costs will be capped, but if gas prices drop below $3 per gallon, then you lose the benefit of this program.

Running The Numbers

Chrysler’s does hold the line on gasoline for three full years with their program, an option that will appeal to people who want pump price stability. Personally, I believe gas prices will eventually drop as national demand for fuel continues to drop and prices begin to stabilize later this summer. Even if prices settle at around $3.25 per gallon, the 25 cents per gallon savings with a 26-gallon fuel tank would save you $6.50 per fill up.

Use Lots Of Gas, Save More

Moreover, if you drive a lot and fill up twice per week your savings would be $13 per week or $676 per year. Move that figure out for three years and your savings would be $2028. If gas was to settle at $3.50 per gallon then your savings would be $4056 for the same three year period. Not bad, but if you check Chrysler’s current incentives you could save more money by taking the rebate. Don’t forget, the 2009 Dodge Ram is all-new, therefore the incentives to push 2008 models out of the showroom will only get better.

From a marketing standpoint, the “Let’s Refuel America” campaign is a smart one, even if your depending on gas prices to stay high is a risky idea. For Chrysler, there is risk involved for themselves, especially if certain global conditions push prices to the top of the scale. Yet, the “controversy” generated from this campaign is likely to make Chrysler’s risk worthwhile — just don’t join in as I believe you’d do better by opting for their other deep incentives instead.