The story / 06
The brief.
Give people in Metro Detroit a compelling reason to try a new Dodge vehicle. Music offered a direct invitation to an audience that wanted to be part of a live moment.
The idea.
“Dodge Presents The Hollywood Vampires” connected a concert by Alice Cooper, Joe Perry and Johnny Depp with a dealership visit. A test drive at a participating dealer gave fans a voucher for two lawn tickets to the July 16 show at DTE Energy Music Theatre.
What happened.
Thirty-nine Metro Detroit Dodge dealers took part. The promotion offered up to 4,000 tickets, turning the concert into a tangible reward for getting behind the wheel.
39participating dealers
2concert tickets per qualifying test drive
4,000tickets available, up to