Arrrr, We Be Goin' on a Journey!

  • by , September 12, 2011

A few days ago, Media Post writer Karl Greenburg wrote an article about Dodge's new exciting ad campaign—one that's more than a set of commercials that the audience will "ooh" and "ahh" on.

Dodge is offering a journey.

Like pirates of yore who sailed the seven seas for booty, participants will set out on a country-wide treasure hunt for a grand prize. To get things started, Dodge will broadcast commercials and YouTube videos on a set date that will provide subtle clues of its location.

What is the prize, you ask?

A shiny, brand new 2012 Dodge Journey!



Dodge doesn't have just one, but three of these SUVs up for grabs—one for the Western, Midwest, and Eastern regions of the United States. The company literally placed these vehicles out in the wilderness and told the audience, "If you can find it, you can have it."

Unfortunately, if you live on the West coast and this is your first time hearing about this contest, you're out of luck. The first Journey has been found by this adorable father-son duo.

Admittedly, I didn't even know about the contest until after one of the Journeys was found. I originally learned about it from my girlfriend who stumbled upon her friends discussing it on her Facebook news feed.

From there, she had a hard time Googling any information about the contest and there was virtually no information up on its main company website.

All this made me wonder: is Dodge being effective with their novelty ad campaign?

Upon further investigation, I noticed that after each of their commercials there was a Twitter hashtag #journeysearch. As of tonight, there are about 20 results worldwide that contain this tag with the majority of these being from Dodge and Chrysler’s own Twitter accounts.

Maybe Dodge didn't plan on their Journey being found in two days. Maybe they're not advertising effectively.

On the other hand, it's a month-long event; perhaps hype will build as the clues for the other Journeys are revealed.

In the meantime, I've marked my calendar for the 16th when Dodge releases clues about the Midwestern Journey.

Arrr, I may be searchin' for treasure, mateys.

2 comments about "Arrrr, We Be Goin' on a Journey!".
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  1. Joe Huber from Ball State, September 13, 2011 at 1:11 p.m.

    This ad campaign is one of the COOLEST I've seen in a LONG time!!! I saw the commercial and was bewildered at first, then they made the pitch... Swing and a home run bomb!!!

    I think they're doing a great job of creating the "buzz" that marketers and advertisers search for every single time they sit down in their creative war rooms.

  2. Ace Howard from Ball State University, September 16, 2011 at 5:14 p.m.

    I completely agree!

    As an edit to this article, the 20ish tweets under #journeysearch are under "top" tweets. Under "all," there are over 280 tweets total (via The Archivist).

    It's making a bigger buzz than I originally thought!

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