In promoting the launch of its first-ever SUV, the Chrysler Aspen, the Chrysler Group wanted to create a news hook linking the Aspen to a current pop culture trend.
With the help of ClearBlue Communications, it devised a contest that capitalized on the sudoku puzzle trend, calling it the "Snowdoku Challenge." Held in New York, the contest pitted teams against one another to solve a super-sized sudoku puzzle made out of 36,000 pounds of snow and ice.
Strategy
The goal was to build ...