2013 Dodge Dart: Dodge Dart Registry Wins Award for Best Social Media Campaign
April 18, 2013
If you were paying attention, you'll remember that a couple of months ago, Dodge launched its unique Dodge Dart Registry. Created to promote the Dart, the site allows participants to raise money toward the purchase of a new Dart.
This approach was certainly an innovative one on the part of Dodge, and now that innovativeness has been recognized. The Shorty Industry Awards honors the best brands, agencies and professionals in social media. The Dodge Dart Registry has won Dodge an award for best social media campaign in the automobile industry.
Some additional information, from the Shorty Awards website:
The launch of the Dodge Dart created a set of "New Rules" for the auto industry. And with Dart Registry, Dodge has created new rules for buying a new car.
It's the first time an auto company has created a crowd-funding platform to help people buy a new car.
It's also the first time that social media has been used to make the burden of buying a car more affordable to more people. A fund-raising goal can be any amount: from a down payment, to a few thousand dollars to make monthly payments more affordable, or even the full price of the car (if you have rich and generous family and friends).
Dart Registry launched on January 20, and registrants began signing up immediately. Some even had charitable goals. Portland animal welfare group The Pixie Project set up a registry, and USC's Zeta Beta Tau registered in hopes of raising enough funds to donate a new car to Meals on Wheels.
Since its launch, over 6,000 people have signed up for their own Dart Registry, spending an average of 11 minutes on the site.
What do you think of Dodge's unusual social media campaign?
Warren Clarke, Automotive Content Editor