We needed to maintain interest for the new Dodge Dart between its debut at the North American International Auto Show and when it would be available at dealerships months later. By leveraging several niche online communities frequented by our target audience (millennials), we kept them talking in anticipation of the release with our Inspired By You campaign.Inspired by the Dart’s distinctive, edgy design, this four-phase program included partnerships with .freeclothingco., deviantART, Transworld SKATEboarding, and ReverbNation. We asked each of their audiences to showcase their talents in a piece of work inspired by the Dodge Dart. Fans were then able to vote on their favorite Dodge Dart t-shirts within the .freeclothingco. community or design skateboards at Transworld STATEboarding. We also connected with this creative generation via DeviantART, calling for artists to highlight the unique style of the vehicle through various art forms including graphic designs, carvings, and paintings. In partnership with ReverbNation, we provided an outlet for musicians to submit original music inspired by the Dodge Dart for the chance to have their music featured in an upcoming Dart commercial. Fans could even download songs directly from the Facebook page to show support for their favorite artist. In just two weeks after kicking off the ReverbNation phase, there were about 500 entries accumulating more than 90,000 votes and around 35,000 shares from the Dodge Facebook page. The deviantART community saw nearly 4,000 unique art submissions and visitors spent more than 19,000 hours browsing entries, which some artists reported spending 20+ hours creating. Even though the campaign lived outside of the Dodge social channels, the brand’s Facebook page saw a 5% increase in fans and Twitter mentions increased by 45% to, with 42% of those mentions being related to the Dart. The total reach of this campaign exceeded 1.2 million people and entries alone generated more than 12 million impressions, extending the conversations around this new vehicle from announcement to availability.
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