Nearly one-third of the media mix (29 percent) of the ad campaign for the Dodge Journey, the company’s first crossover vehicle, is interactive, including a long form video that plays at Dodge.com and a series of banner ads that are playing at AOL, Yahoo!, MSN and other sites.
“Journey Overview,” created by Organic and produced by Mindfield Pictures, Detroit, focuses on features of the Journey as two couples drive it, everything from third row seating to a hands free phone, an in-dash beverage cooler and in-floor storage. Shots of the car in motion and close ups of the features are shown.
The film “gives users coming to the site a quick but comprehensive overview of the vehicle,” said Scott Lange, group creative director at Organic. “It provides details on the interior section and the unique storage features that play out in the video.”
The advertising campaign for the Journey, which includes a series of general market, African American and Hispanic TV and print ads, launched April 8, but the video has been running at Dodge.com since February, Lange said.
Jeff Dougherty, the director and dp at Mindfield, said the film was shot in Austin, TX, “a small city with a big city feel that was a great place to shoot.” Most of the film was shot with a Panasonic VariCam with close ups shot with a Panasonic P2. The P2 “matches with the big camera and was used for small tight shots we couldn’t get otherwise,” he said.
Moving shots of the car were done from a camera car with a remote control crane and a Libra head camera mount. Dougherty said there were night shots in the city and shots taken out in the country during the day.
A cast of four actors from Los Angeles appeared in the film.
The Journey campaign also included home page takeovers of AOL, Yahoo! and MSN from April 8 to 12, with banner ads also playing at a variety of travel, finance, sports and entertainment sites, including ABC, NBC, CBS Sportsline, Sports Illustrated and Billboard de la Musica Latina. Lange said the film will play with some of these ads after they are clicked. A shorter animation plays first to illustrate the “If you can dream it, do it” theme. “The whole video plays out after the user expands the banner,” he said.
Supreme Court Allows Multibillion-Dollar Class Action Lawsuit To Proceed Against Meta
The Supreme Court is allowing a multibillion-dollar class action investors' lawsuit to proceed against Facebook parent Meta, stemming from the privacy scandal involving the Cambridge Analytica political consulting firm.
The justices heard arguments in November in Meta's bid to shut down the lawsuit. On Friday, they decided that they were wrong to take up the case in the first place.
The high court dismissed the company's appeal, leaving in place an appellate ruling allowing the case to go forward.
Investors allege that Meta did not fully disclose the risks that Facebook users' personal information would be misused by Cambridge Analytica, a firm that supported Donald Trump 's first successful Republican presidential campaign in 2016.
Inadequacy of the disclosures led to two significant price drops in the price of the company's shares in 2018, after the public learned about the extent of the privacy scandal, the investors say.
Meta spokesman Andy Stone said the company was disappointed by the court's action. "The plaintiff's claims are baseless and we will continue to defend ourselves as this case is considered by the District Court," Stone said in an emailed statement.
Meta already has paid a $5.1 billion fine and reached a $725 million privacy settlement with users.
Cambridge Analytica had ties to Trump political strategist Steve Bannon. It had paid a Facebook app developer for access to the personal information of about 87 million Facebook users. That data was then used to target U.S. voters during the 2016 campaign.
The lawsuit is one of two high court cases involving class-action lawsuits against tech companies. The justices also are wrestling with whether to shut down a class action against Nvidia.... Read More