Agency: Wieden + Kennedy
This one goes straight into the ‘I wish I had thought of this idea’ section in my head. Dodge, dubbed as ‘Alfa Romeo DNA with Dodge passion & design‘ has a new marketing campaign in the US. Consumers are encouraged to configure a new Dodge Dart. They then ask their friends, family and social network to sponsor parts of it. The goal? The goal is for your Dodge Dart to get fully funded by your network and get you on the road in your new vehicle.
Awesome idea. It stands out from the ‘create-desire-through-advertising-claims’ driven auto marketing. It uses crowd-funding in a totally cool way.