Chrysler Activates Child’s Play Around 2017 Pacifica

Three PacifiKids—Izzy, Miles, and Harper—greeted Chrysler minivan shoppers and assisted families with their exploration of the new variant.

PacifiKids took over a dealership and ran it for a day to surprise visitors Victorville Motors in California. It was business as usual except that as 12 families came in to shop for a 2017 Chrysler Pacifica, they were greeted by children instead of the dealership’s adult workforce.

Three PacifiKids—Izzy, Miles, and Harper—along with their staff aged between eight and 13 greeted unsuspecting minivan shoppers, assisting families with their exploration of the re-imagined variant. The branch was transformed to display a balance between work and play.

From colourful walls and toys on desks to beanbag chairs and even a slide leading into a ball pit, every corner of the showroom allowed patrons and their young ones the opportunity to discover something unexpected. Each family was given a hands-on walk-around in relation to the vehicle.

Said hidden camera stunt kicks off a six-week digital and social push supported by experiential activations with the PacifiKids for the new Pacifica. Consumers in Dallas, Los Angeles, and New York can complete a ‘permission slip’ (entry form); one family will stand to win a one-day ‘field trip’.

Participants can videotape their experiences with the minivan to stand to win a brand new model from the line. Entry for the Field Trip competition ends on 17 October. The three videos captured during the exercise are slated to go live online on the PacifiKids website 12 November 2016.

Consumers in 10 markets namely Atlanta, Chicago, Cleveland, Dallas, District of Columbia, Los Angeles, San Francisco, Minneapolis, New York, and Phoenix can also submit ‘permission slips for an extended test drive. The hidden camera stunt was conducted in partnership with Mosaic.

“We thought, why not let children, the ones who inform major family purchases, take over a real dealership to reflect why the model is right for the family,” said Tim Kuniskis, Head of Passenger Car Brands – Dodge, SRT, Chrysler and FIAT, FCA – North America.