Influence Advertising in Overdrive
![Image of Travis Barker in a Dodge Muscle Car for the 25/8 Campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649db30070ad63535de4a77f_work-dodge258-hero.jpg)
Social & Digital Strategy
Influencer Strategy
Promotion & Media Partners
Content strategy
Video Production
For those who go the extra mile. A global pandemic, chip shortage, and supply chain disruptions created a perfect storm never seen before in the automotive industry. We decided to shift gears away from a traditional campaign driving consumers to the dealership and reimagined how to engage and grow our audience while prepping them for a future sale. We developed a strategy outside of the usual category audiences and tapped into the brand ethos of fandemonium to create a powerful user-generated advertising campaign across multiple categories.
25//8 means giving 110%, going the extra mile, living in overdrive.
It’s an attitude that Dodge and their fans have in common. We created Dodge 25//8 to pay homage to the above-and-beyond nature of the Dodge brand and its fans. So we engaged 25 influencers across a variety of categories and invited them to give one of their fans a customized Dodge worth up to $105,000. 25 Dodges over the last 8 weeks of the year.
Fans were driven to visit Dodge258.com, share what makes them 25//8, and customize their car of choice on Dodge.com. The experience drove visitors to the site for an average of 7 minutes, and we even had an incredible 37% of registrants return to the sweepstakes.
![Lineup of Celebrity Influencers we partnered with for the Dodge 25/8 Campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649db300216f54c50fad9c90_work-dodge258-celebs.jpg)
![Social Post for Dodge Marketing from Supercar Blondie](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649db3005b03b82886a986d4_work-dodge258-supercarblondie.jpg)
![Social post from Jay Leno for the Dodge 28/8 Campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649db3006b317de32e160734_work-dodge258-jayleno.jpg)
![Image of the contest site we created for the Dodge 25/8 Campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649db300216f54c50fad9c8b_work-dodge258-lp.jpg)
The 25/8 proved to have 25/8-level results with:
+ 2,983,328,290 Impressions
+ 4,604,849 Video Views
+ 3,571,005 OEM Site Visits
+ 1,575,904 LFAs
+ 1,175,121 BMOs
![Banner ads for Dodge 25/8 Campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649db300dff645154bb195a5_work-dodge258-banner-1.jpg)
![Multicultural assets for the Dodge 25/8 Campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649db2ff900960b695f60c25_work-dodge258-banner-2.jpg)