The 2012 Dodge Journey was built to be a search engine for the real world – a perfect vehicle for adventurous people who actually explore the world instead of just reading about it online. To get people exploring, Dodge hid three 2012 Dodge Journeys across America. If you found it, you got to keep it.
While TV filled the role of reaching the masses, the W+K team needed a way to more specifically reach the communities to activate in search of the Journey.
We identified and reached out to communities and influencers who resonated most with this adventurous mindset, giving them personalized messages and directing them to clues on YouTube that might help them find one of the three Dodge Journeys.
Our first winner came from the geocaching community we reached out to at launch, and the majority of communities engaged heavily with the campaign, bringing more awareness and scale.