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Influence Advertising in Overdrive

CLIENT
Dodge
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Image of Travis Barker in a Dodge Muscle Car for the 25/8 Campaign

Social & Digital Strategy
Influencer Strategy
Promotion & Media Partners
Content strategy
Video Production

For those who go the extra mile. A global pandemic, chip shortage, and supply chain disruptions created a perfect storm never seen before in the automotive industry. We decided to shift gears away from a traditional campaign driving consumers to the dealership and reimagined how to engage and grow our audience while prepping them for a future sale. We developed a strategy outside of the usual category audiences and tapped into the brand ethos of fandemonium to create a powerful user-generated advertising campaign across multiple categories.

25//8 means giving 110%, going the extra mile, living in overdrive.

It’s an attitude that Dodge and their fans have in common. We created Dodge 25//8 to pay homage to the above-and-beyond nature of the Dodge brand and its fans. So we engaged 25 influencers across a variety of categories and invited them to give one of their fans a customized Dodge worth up to $105,000. 25 Dodges over the last 8 weeks of the year.

Fans were driven to visit Dodge258.com, share what makes them 25//8, and customize their car of choice on Dodge.com. The experience drove visitors to the site for an average of 7 minutes, and we even had an incredible 37% of registrants return to the sweepstakes.

Lineup of Celebrity Influencers we partnered with for the Dodge 25/8 Campaign
The team was chosen for their 25//8 spirit and ability to help Dodge engage with new audiences. We had 25//8 rockstars, TikTok stars, athletes, comedians and more, each creating their own content to authentically appeal to their fans and followers. Fans and followers of our 25//8 influencers learned of the contest through influencer channels, Dodge-owned channels, paid social, and in the over 200 articles written about it.
Jay Leno  +  Supercar Blondie  +  Francis Ngannou  +  Draft Kings/Dan Le Batard  +  Motor Trend-Road Kill  +  Bill Goldberg  +  Travis Barker  +  Ben Baller  +  Tim Kennedy  +  Imaray Uluoa  +  David Hoffmann  +  Radford Racing School  +  Richard Rawlings  +  Chiqui Delgado  +  Cain Velasquez  +  Kenny Wayne Shepard  +  Parris Goebel  +  Joc Pederson  +  Chanel Iman  +  Swae Lee  +  Barstool Sports  +  Westen Champlin  +  Omar Raja  +  Doug Marcaida
Social Post for Dodge Marketing from Supercar BlondieSocial post from Jay Leno for the Dodge 28/8 Campaign
Image of the contest site we created for the Dodge 25/8 Campaign

The 25/8 proved to have 25/8-level results with:

+ 2,983,328,290 Impressions
+ 4,604,849 Video Views
+ 3,571,005 OEM Site Visits
+ 1,575,904 LFAs
+ 1,175,121 BMOs

Banner ads for Dodge 25/8 CampaignMulticultural assets for the Dodge 25/8 Campaign

Impact

Our work has grown to include branding and message optimization as we continue to expand our partnership to fulfill the expanding needs of this high-speed train. The back-to-business effort overdelivered against impressions, clicks and visit goals.

4.9m

registrations

$14.7m

earned media value w/ 75% LESS in media spend

33%

INCREASE in lower funnel acquisitions (YoY)