DMAD Target Award 2013 - Best Digital Campaign

We designed a campaign to bring the new Dodge Dart to over 40,000 Chrysler employees and it outperformed all the forecasted results.

Chrysler invested a lot of resources in building the new Dodge Dart and it needed to be a success in the US. The Dart Smart Employee Challenge was designed to educate and engage employees to create Dart advocates and empower them with fast facts about the new vehicle.

The campaign received amazing results with over 5,500 daily players engaging with the content. nearly 35,000 pieces of content were downloaded to share on social networks and over 99% of players said they talked to family or friends about the new Dodge Dart.

RESULTS

After eight-weeks of daily engagement and weekly content releases the results were in.

5,508 employees participated. (over 65%)
99% talked about the Dodge Dart to family and friends. 
32% purchased or influenced the purchase of a Dart.
95% rated their experience as excellent or good.