A while ago we reported on the success that Dodge was having due to their team-up with Will Ferrell’s Ron Burgundy character. The ad campaign they produced for the Dodge Durango and to support Ferrell’s upcoming Anchorman 2: The Legend Continues was a smash hit with fans of both the film and the vehicle. Since we last took a look, the results of the ad series is even better than expected.
In the whole of November, the ad series is being thanked for boosting the sale figures 36% over the previous year. The number of people visiting Dodge’s website to look at the Durango since the ads premiered is up 80%. Another number that is up that can be attributed to the ads is what is known as “lower-funnel activity. This activity is actions such as building a car online or contacting a dealer, actions that would be considered serious purchase intent. That number is up 100%.
Views for the Ron Burgundy ads continue to grow. The ads have been watched on YouTube over 15.3 million times already. If you’re interested in which ones are the most popular, that would be the “It Comes Standard” and “Staring Contest”.
As the onslaught of Ron Burgundy continues, and with the movie about to be released, it will be interesting to see if the love affair the public has with the character will continue.
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