Location: United States
In an effort to drive engagement and consumer participation across screens, Subaru was the launch partner of dumbdumb Productions (Will Arnett and Jason Bateman) in creating custom, shareable content. To reach younger viewers—the core audience of Crosstrek XV—we partnered with TBS’ highest rated program, Big Bang Theory.
We took two guys + 3 brands and a car wash to create “The most manly digital cross-promotion ever.” We featured Jonathan Banks from Breaking Bad as an overprotective father and Christopher Masterson from Malcolm in the Middle as the future son-in-law in the “Call it a Wash” campaign. Being that the XV Crosstrek is an adventurous vehicle – extreme activities were highlighted throughout the whole video such as swimming through the barrier reef to black belt level 7 martial arts experiences.
The Call it a Wash custom cross-promotion resulted in over 3.2 million total video views.
The video went viral on social networks reaching over 250,000 Subaru fans and created a buzz that left viewers wanting more hysterical content from both Subaru and dumbdumb. Additional support via Twitter, including tweets from Jason Bateman and Chris Masterson, got fans talking about the XV Crosstrek and the viral video.
The Call it a Wash campaign inspired over 1.4MM viewers to research the new 2013 XV Crosstrek, and over 279,000 viewers then told friends about the product.
And in turn this resulted in a promotion that can be anything but a wash.
Watch the dumbdumb “Call it a Wash” short by clicking here.