For the first time by any brand ever, people could crowd-fund the purchase of a new car. For most people, that made the purchase of a new car more affordable. The user sets the amount of funding they would like to raise for a new Dart, which can be anywhere from a down payment to the full price. And even if the user comes up short of their goal, they still receive whatever funds they raise, bringing them that much closer to buying the car they want.

The main components of Dodge Dart Registry were specifically created for the Dodge Dart, including the web service API created in partnership with RocketHub's platform. It was the powerhouse behind the actual donation/payment process, and it was created as a custom component that was defined and briefed as a direct deliverable of the Dodge Dart Registry campaign.

Dodge Dart Registry is a part of the “New Rules” campaign that celebrated the repudiation of outdated, conventional wisdom in car design. Dodge Dart Registry carries that spirit into the purchasing of a new car. The innovative new API, its integration and its functionality on DodgeDartRegistry.com were the key components driving the “New Rules” story for Dodge Dart Registry.

It's a new innovation, powering a new story and creating a new behavior.

Considering the unique demands, both technological and legal, this is a landmark invention for advertising. We reached PCI Security Compliance, handling credit card payments and donations in a completely compliant and legal manner. This was a technical and operationally complex undertaking, taking the better part of four months of production, software engineering, capacity planning and creative development.

The technology stack is controlled in part by the agency and its development partners, and in part by RocketHub.

The desired outcome is for people to spend time with the Dodge Dart brand and see Dodge as an innovator. Those who sign up for a registry, and those who sponsor parts are learning about the hundreds of features that went into the Dodge Dart when they customize their vehicles, or browse through parts to sponsor.

The success of Dodge Dart Registry led to opportunities to extend the registry concept to other vehicles. The support for this campaign included a: 30 TV spot, PR, Social Seeding and Digital Media, which generated 2,284 news articles written about the Dodge Dart Registry and 32,142 total social mentions. This coverage has led to 1,011,677 page views on DodgeDartRegistry.com. In the first few weeks. After launch consumers were spending an average of 11 minutes configuring their cars. There are nearly 6,870 registries currently being funded.