Rating: I am not stunned. Another supposed leading web 2.0 agency that claims that they run some of the best web 2.0 campaigns laid a giant goose egg with this Chrysler Holiday Letter facebook app.

My head hurts when I see these major flubs by a world class brand like Chrysler on facebook. Their digital agency Organic.com claims to be one of the top digital media companies on their website. Their client list is top notch with an impressive number of high profile brands. Well, if this is what we can expect to see from these so called leading digital agencies; big brands & facebook users are in for a world of disappointment.

You can read the nice fluff pr article at Adweek about the launch of this facebook applicationhere.

“It’s one of those tasks that get pushed off,” said Sam Cannon, group creative director at Organic, Chrysler’s digital agency. “We thought of how we can make that easy and fun.” “We’re in experimentation mode,” Cannon said. “We want to see what kind of uptake we get organically and how people use it.”

I would venture to say that this facebook application could solidly be ruled a failed experiment. My research tells me that there were a total of 145 letters sent though this application. Whoa. How’s that for no traction? I sure hope Chryslers Dodge Caravan gets better traction better than this ill thought out facebook application.

I won’t go into the 10 obvious reasons that this app failed, except to say that it is evident to me that the creators clearly do not understand social engagement strategy in arenas like facebook. They need a serious social media/facebook education about what has the greatest chance for success and engagement in the facebook ecosystem. Here is a hint: I have to make over 25 selections during the process.

The one positive: The finished letter was pretty amusing to read.

We waited until the holiday season was over to review this app so that we could measure the success of the application.

Would you take the time to select these 25 qualifiers from drop down menus? I know it was too much for me to invest in; so i just went with the defaults.

Technorati Tags: facebook, chrysler, brands, organic

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