Wieden & Kennedy Portland and Dodge have launched a clever online/offline cross over campaign to promote the Dodge Journey, a vehicle they are calling a “search engine for the real world”. Three Dodge Journey’s have been hidden around the United States and whoever is able to find each vehicle first keeps it. The campaign is supported by a YouTube Channel which gives players a chance to solve puzzles in return for clues on each cars location. If you are intersted in playing then you better get cracking as the first Journey has already been found!
The “scavanger hunt” for want of a better term is also supported by a national TV execution reinforcing the Dodge Journey’s position as a search engine for the real world as well as trying to encourage consumers to get hunting for the hidden vehicles.