Grabbing the 2006 Dodge Charger target required breaking the mold of automotive marketing to create an immersive online experience that shaped the Dodge brand as bold and culturally relevant. We recognised that the target craved permission to be freaks, ­to obsess, to find their sweet spot. We created characters that personified this tension and scattered our Freaks across the Internet; from ad units to music player skins and video downloads. We provided an alternative to 'bigcarcompany.com' pushing vehicle information through ad units while offline wild postings drove users to contests at Unleashyourfreak.com.