Dodge, known for its tough image with muscle cars like the Dodge Challenger and Dodge Charger, sought to reinforce this identity through a unique and engaging campaign. Inspired by the success of the Jeep Counting Crows concert at Red Rocks, Dodge aimed to create an event where the brand would not merely sponsor but own the entire experience. The goal was to drive brand awareness, engage a new audience, and boost test drives and sales at Dodge dealerships.

LYRIC, tasked with managing the activation elements of the campaign, conceptualized and organized a summer concert event at Pine Knob Amphitheater in the suburbs of Detroit, featuring the Hollywood Vampires. This American rock supergroup, formed by Alice Cooper, Johnny Depp, and Joe Perry, brought a thrilling and star-studded appeal to the event, aligning perfectly with Dodge's rebellious and bold brand image. To drive engagement and attendance, a test-drive promotion was implemented. Consumers who visited a Dodge dealership and took a test drive received two free tickets to the event, driving both dealership traffic and ticket distribution. The event was promoted through a comprehensive media campaign that included TV, social media, radio, and out-of-home (OOH) advertising, effectively connecting with a targeted audience and tying the Dodge brand to the excitement surrounding the Hollywood Vampires. On the day of the concert, attendees were immersed in the Dodge brand experience through a large event activation display and the opportunity to participate in test drives, further solidifying the connection between the brand and the concert-goers.

The concert was a resounding success, achieving a sold-out status and driving thousands of test drives to Dodge dealerships. The event not only reinforced Dodge's image but also created significant consumer engagement and excitement. The comprehensive media campaign resulted in increased brand awareness and consumer engagement through diverse channels.