Chrysler Launches "Road to Literacy" Facebook Campaign

Social media is the ‘little black dress’ that any automotive producer has to have in its closet nowadays, and so is the case with Chrysler’s new "Road to Literacy" Facebook campaign.The "Road to Literacy" campaign runs through June 1 and consumers who book a test drive of the 2011 Chrysler Town & Country minivan via Facebook will help the company donate up to 150,000 books to schools across the country.

Each participant will be asked to enter the school they would like to receive the book donation at. Once the school has been selected, consumers can choose a local dealer to complete a test drive of the 2011 Chrysler Town & Country.

Once the test drive at the local dealer is complete, the participant will be given a "unique donation dealer code" to be entered on the Facebook site. Once the code is entered by the participant, five books will be sent to their school of choice and another five books will be sent to a school in need. The Chrysler Town & Country Facebook page offers a tracking tool to monitor the book donation progress and see which school is logging the most donations.

"The Chrysler Brand believes in the importance of educating our young people as they are next generation of leaders, scientists, engineers and designers. Books are a source of education and inspiration and help to introduce children to new countries and ideas in a fun and engaging manner," said Olivier Francois, President and CEO, Chrysler Brand, Chrysler Group LLC.

"We hope that schools across the country will encourage their students and parents to join us in these efforts toward improving literacy and help donate 150,000 books to their school of choice and especially to schools in need.”