Dodge Sends Online Viewers on a Real World Journey
Dodge has just wrapped up a brilliant viral campaign that saw it give away three of its 2011 Dodge Journeys. The company has positioned the journey as the “Search Engine for the Real World,” the vehicle that can take its owners anywhere, to find anything.
To support that concept, the company hid three Journeys around the U.S. They then tapped into the talents of Michael C. Hall, star of television’s Dexter, to give YouTube viewers clues on where the Journeys could be found. Through the month of September, viewers took apart the company’s videos for hints and tips on where to find the cars, but in the end they had to set out into the real world to claim the vehicle.
All three Journeys have now been found, but what a ride it was on the way. Each clue served as an ad for this year’s model, and each winner’s story was told in a long-form ad as well. You can watch them all on the company’s YouTube channel.
Here’s the video that launched it all:
