Dodge Dart 2012


With a recently inked deal to sponsor the iHeart Radio Music Festival in hand, Dodge Dart reached out to GPJ and our sister agency G7 Entertainment Marketing to create a mobile tour leading up to and culminating at the event. Our solution: in the weeks and months building up to the festival we generated buzz and created opportunities for customer engagements with the Dart through 35 test drive events in 13 markets over the United States.

By combining forces with Clear Channel, we were able to spread the word through radio partners and successfully activate at urban hot spots, lifestyle shopping destinations and festivals. As the Dart traveled across the states, we opened the experience up to the world, creating a web series “The Road to iHeart Radio Music Festival,” featuring video vignettes of just a few of the 5,000 test drives.

Embedded in the digital program was a sweepstakes that sent 12 winners to the festival and offered a chance to win a Dodge Dart customized by Pitbull, as well as live updates from the road pushed to Facebook. 200,000 unique visitors explored the microsite that featured an interactive map and Pitbull themed Dart game, resulting in 175,000 sweepstakes entries.   The mobile tour exceeded test drive goals and Dart saw a total brand favorability increase of over 40%.