- Dodge creatively redefines how to purchase the groundbreaking all-new 2013 Dodge Dart just as the brand redefined what a world-class compact car should be
- Registry launches with new 30-second ‘How to Change Buying Cars Forever’ TV spot debuting January 20 on Fox Network NFC championship broadcast
- ‘Dodge Dart Registry’ makes buying a car easier and more social than ever
The “Dodge Dart Registry“, an online program that provides a creative way to raise money toward the purchase of a new Dodge Dart, is powered by RocketHub, a crowdfunding platform that makes raising funds quick and simple. RocketHub’s socially driven platform has helped thousands of artists, scientists, entrepreneurs and social leaders raise millions of dollars from around the world.
“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.”
The Dart Registry, www.DodgeDartRegistry.com, allows consumers to configure and customize a Dodge Dart, and set a goal for the amount of money they want to raise to fund it. It then itemizes components of the car—like a steering wheel, shifter, seat, or engine—allowing friends, family or anyone to sponsor the specific parts.
“Just as the Dodge brand has redefined what a compact car can be with the outstanding style, fuel efficiency and class leading safety and technology of the all-new 2013 Dodge Dart, we are also breaking new ground by creating fun and innovative ways for consumers to interact and purchase one,” said Reid Bigland , President and CEO – Dodge Brand.
Like any registry, friends and family can ensure they’re giving a gift that someone really wants, whether it is for birthdays, graduations or any other gift-giving moments throughout the year. Once registered, an individual has the option to connect to Facebook and Twitter to spread word about their desire to own a new Dodge Dart or, perhaps, thank anyone who has contributed to the effort, all the while communicating and sharing key features of the vehicle through their social channels.
The Dodge Dart registry launches January 20 with a new 30-second commercial titled “How to Change Buying Cars Forever.” The spot debuts during the Fox network broadcast of the NFL National Football Conference Championship Game. It explains the registry concept and how it works online, continuing the same dose of fun, creative license and Dodge brand humor introduced in July 2012 with the 90-second “How to Change Cars Forever” commercial. That spot served as a rapid-fire “instructional” on how to make a world-class car today, providing an inside look into the Dodge brand’s approach to designing and engineering its much anticipated entry into the compact car segment. The campaign followed with a series of four additional spots in the same tone, all featuring the Jay-Z and Kanye West track, “No Church in the Wild,” from their “Watch the Throne” album.
The “How to Change Buying Cars Forever” spot and registry website were created by Portland, Ore-advertising agency, Wieden+Kennedy. The ad can be viewed at www.DodgeDartRegistry.com orwww.youtube.com/dodge.
In addition to television ads, the registry will be supported through social media and digital advertising.
How It Works
The “Dodge Dart Registry” is powered by RocketHub, a crowdfunding platform that makes raising funds quick and simple. RocketHub’s socially driven platform has helped thousands of artists, scientists, entrepreneurs and social leaders raise millions of dollars from around the world.
Participants go to Dodge Dart Registry to set-up their personalized registry, including creating their own custom Dodge Dart – choosing from the available 12 exterior colors, 14 interior color and trim options, three powerful, fuel-efficient engines, three transmission choices, unsurpassed safety features and world-class aerodynamics – and establishing fundraising goals and expiration terms (up to 90 days).
RocketHub handles the entire crowdfunding process. Funds raised on the registry, minus processing fees, can be used to purchase a new Dodge Dart.