Anchorman Ron Burgundy (Will Ferrell) compares the horsepower of the Dodge Durango to real horse power. (Chrysler)
(USA Today) -- Will Ferrell's offbeat ads for the Dodge Durango appear to be working. a tracking service for Internet interest finds.
The ad blitz began over the weekend, most notably with a spot on NBC's Saturday Night Live. Ferrell reprises his role as ditzy local TV anchorman Ron Burgundy, who takes a skewed view of the Durango. In one spot, Burgundy plugs the roomy glove compartment in the Durango -- and nothing else. In another, he compares the crossover's horsepower to, well, an actual horse.
PHOTOS | Movies filmed in Atlanta
RELATED | 'Anchorman: The Exhibit' heads to DC museum
RELATED | 'Anchorman 2' takes over Manuel's Tavern
The good news for Chrysler Group is that Ferrell is not overshadowing the Durango, according to Kontera, a firm that measures Internet content and social media impressions says.
"Consumption," the amount of Web interest being stirred up on a topic, shot up 524.18% on Durango from Friday to Monday compared to the same period the week before. Durango got 37% more of a bump than Ferrell or Ron Burgundy on Kontera's Brand Consumption Index.
The ads also promote Ferrell's Ron Burgundy sequel, Anchorman 2, which also benefits from the promotion. The movie saw a 266.67% increase in consumption between October from Friday to Monday compared to the same period the week before.