Fiat Chrysler targets kids though social media to sell minivan
Fiat Chrysler targets kids though social media to sell minivan
Reuters
Bernie Woodall
Fiat Chrysler Automobiles, which popularized the minivan three decades ago and remains its top seller, is seeking to stay on top with a social media campaign targeting its new Chrysler Pacifica model directly at the people squabbling in the backseats – American kids.
Minivans may be not be sexy to moms and dads and indeed market share of the segment has fallen in the United States in recent years, but kids like them, said FCA executive Tim Kuniskis. He contends that today’s children are intricately involved in making family decisions.
“When I was a kid, my parents didn’t ask my opinion on anything,” said Kuniskis, head of FCA’s car brands Chrysler, Dodge and Fiat, who wants children to influence parents on a vehicle purchase, generally the second-largest family expense, behind housing.
A six-week “PacifiKids” social media campaign that launched on Monday attempts to lure kids with a video of actor children who last month “took over” a California Fiat Chrysler dealership and sold Pacificas to unsuspecting buyers. (youtu.be/yEw5F4WH5zw)