Ram Challenge was launched as an online reality show: 8 men, 4 races, 1 truck. We produced five 6-12 minute webisodes charting the action. Using traditional media on TV in tandem with major online buys, Dodge ran “movie trailers” for the Ram Challenge; these TV commercials drove traffic to Ramchallenge.com to view the webisodes. Because of the nature of the content, these “trailers” demonstrated the truck's toughness better than any ordinary truck commercial ever could. In addition, other communication materials (print, direct, dealer materials and the product catalog) were designed to drive traffic to Ramchallege.com to see the webisodes as well. The Ramchallenge.com served as the hub for consumer engagement. Once there, viewers could see the webisodes in full-screen HD clarity, meet the teams, check out the courses, ask questions and talk to other Ram Challenge fans. Plus, they could get product and price info, and locate a dealer.

The event provided the content necessary to build Ramchallenge.com, the centerpiece for engagement, with four 6-12 minute reality webisodes, vehicle and course info, bios of the contestants, a community section, a dealer locator and price info. The webisodes had an astounding 90% completion rate and an average of nearly 17 minutes was spent visiting the site.The event generated content for everything from multiple TV spots to online banner ads, resulting in a completely integrated campaign.Ram share of the full-size pickup market grew to 20%, which is the highest sales penetration Dodge has experienced in years.