With Chrysler's manufacturing overhaul complete, they now needed to convince the public that the All-New 200 was world-class. First, we challenged the way America researches a new car and created a virtual online tour of the new Chrysler 200 factory. But the real proof is in the car itself. So as part of the "Research the Factory" campaign, we created a virtual reality experience that got car buyers sitting in the All-New Chrysler 200 and then showed them the features beneath its surface. Debuting at the Los Angeles Auto Show, for the first time ever people could sit inside a car as it was being built and learn just how a modern car is made.

The campaign centers around Chrysler200Factory.com, where users could take a virtual online tour of the new factory and learn about features of the All-New 200 that can’t be seen on the showroom floor. This was supported by TV, print and digital ads that challenged the way America normally researches a car (and not the factory that builds it).

The site generated over 74 million PR impressions while the average user spent an unprecedented four minutes learning about a modern car factory. And, for the first time, Chrysler became part of the tech-world conversation.