Close this search box.
Close this search box.

Dart Targets Millennials with Crowdsourced Social Media Mashup

Share This Post

I came across a promotion that I thought was sort of cool. Or sort of ridiculous. Or perhaps just the intersection of a number of marketing and societal trends.
So many folks who have recently been married or are expecting (I’m both!) are, of course, likely aware of gift registries. Chrysler has taken this concept a step further and created an online gift registry in which consumers register for….a Dodge Dart.
Here’s how it works: You sign up for the program, configure and customize a Dodge Dart (choosing colors, trim options, transmission, safety features, etc.), and set a goal for the amount of money needed to fund it. The program then itemizes parts of the car – seats, wheels, engine (even nuts and bolts!)  and allows friends, family – anyone really – to sponsor the parts. Check out the site here.
You are then prompted to spread the word via Facebook and Twitter. There’s even a means of thanking people who have bought items. This part is pretty smart – and I think where the rubber really meets the road as to the value of the promotion.
So while this seems perfectly suited for the Millennial generation – part kick-starter, a large pinch of social media, and a hearty reliance on the generosity of friends and family – I was pretty skeptical. Was this a publicity stunt or would anyone actually sign up?
As it turns out, there are currently 6,685 registries and over 1,200 parts funded. Not bad, but considering the marketing muscle behind it, perhaps disappointing. Some registries seem legitimate and compelling. Others, not so much. However, the number that ultimately counts is sales – and March set a monthly sales record with over 8,000 units sold.
Kudos to Dodge for thinking outside of the box and creating a smart – and well targeted – promotion for the Dart.

More To Explore

Current360 2024 Predictions crystal ball

2024 Predictions

Thanks to everyone who responded to our 2024 Predictions survey last month. While the sample size wasn’t quite the size of a Pew or Nielsen,

Tradition and digital media crown become digital

The King is dead.
Long Live the King.

No we’re not talking about Charles VII or his father Charles VI. Instead, we’re recognizing the passing of the baton after years of shifts from

Contact Us

"*" indicates required fields

I am not a robot
Ed Sharp Current360 headshot

Ed Sharp

Ed brings 15 years of traditional and digital media sales experience to the agency, giving us a perspective most agencies don’t have. When he’s not working or seeking new knowledge, Ed hangs out with his wife, two kids, two dogs, one cat, and a hamster. And yes, the cat and hamster are best friends.

Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more