Dart Your Attention

By Ramona Contreras Chiapa

I sat reading on the couch earlier this week with the television on providing soothing ambient noise, when a commercial sparked my interest and immediately drew my eyes off the pages I was reading and directly to the screen.  The commercial was so engaging and its concept so new that I found myself rallying my husband and rewinding the commercial for a second viewing.  To my amazement, Dodge has cleverly transformed the traditional registry into a “crowdsource[d]” (Ross, 2013) affair.  In one ingenious act, they have made buying a car a social movement integrating their marketing efforts across multiple mediums and ultimately connecting with consumers.  Couples and individuals can design the car of their dreams and get family and friends to chip in for the overall purchase or individual parts (Chrysler Group LLC., 2013).  Not only does this concept drive potential customer’s to Dodge’s website, it also directs a consumer’s extended social community there as well further sparking additional interest and awareness.  This marketing opportunity also partnered Dodge with its customers in a philanthropic way by inspiring people to fund a car for a family in need (see link below).

Car for a Family in Need

This movement also extends a registry beyond the typical wedding or new baby and opens the possibilities up to teens just turning 16, a new college graduate etc.  According to a press release issued by Dodge, “Establishing an online registry is another example of how Dodge continues to create ‘New Rules’ with the Dodge Dart,” said Oliver Francois, Chief Marketing Officer, Chrysler Group LLC. “The registry is designed to make the process of configuring and buying a new Dart more social than ever, in a way that has never been done before. Now, ‘New Rules’ transcends not only how we design, build and market a car, but redefines how consumers can purchase a new vehicle by mobilizing friends and family to help” (Chrysler Group LLC., 2013).

Think about the car commercials you have seen over the last few years and try to remember just one that connected with you personally or attempted to connect with consumers.  In looking back, I recall a lot of test drives on winding roads but nothing that speaks to me until recently.  Hearing Dodge speak about a “new” way to buy a car and seeing the flash of a newly married couple caught my eye, being a newly married couple myself.  I immediately felt connected and as a result tuned in.  This new campaign shows that Dodge understands the concept of integrated marketing communication and the importance of connecting with its customers.  They have started the conversation, are you listening?

Dodge Dart registry. (2013). Retrieved February 10, 2013 from     http://www.dodgedartregistry.com

Dodge. (2013, February 10). How to change buying cars forever [Video File]. Retrieved from http://www.youtube.com/watch?v=BCfxOWLuNwU

Ross, J. (2013). Dodge Dart registry helps you crowdsource money for your next ride. Auto Blog. Retrieved February 10, 2013 from http://www.autoblog.com/2013/01/23/dodge-dart-registry-helps-you-crowdsource-money-for-your-next-ri/