In a word, 'saturation'. Brands too often fail to align the message and experience fully, and it's obvious to consumer when that happens. On the other end of the spectrum, great, original branded content and entertainment experiences touch the hearts and minds of consumer and drive specific behaviors. That was a key concern and strategic objective for Chrysler's Dodge Dart Road to iHeart Music Festival campaign. There were no restrictions from government or other regulating body pertaining to this campaign.

To leverage Clear Channel’s iHeart Radio Music Festival, one of the heaviest-promoted music events of the year, we created a 9-week campaign with product specialists manning Darts traveling cross country to the concert. Radio stations pre-promoted the team’s arrival at 18 Clear Channel organized events in urban hot spots, lifestyle shopping destinations and festivals where ride & drive events took place. There was a national sweepstakes to win trips to attend the concert; one lucky keyholder would leave with a Pitbull-designed Dart. We captured highlights of the test drives in a five-part webisode series featured on a custom Facebook application.

The Road to iHeart Radio Music Festival was a huge success with a series of 35 street team activation days executing thousands of ride & drives, exceeding the goal by 22%, via 18 Clear Channel events and 17 other high traffic events in 13 markets. Brand favorability scores also increased by nearly 40%. The sweepstakes to win a trip to the iHeart Radio Music Festival and have a chance to win the Pitbull-customized Dart drove over 200,000 unique visits on the microsite, generating more than 170,000 sweepstakes entries. Chrysler reported August sales of Dart were up.