For those who go the extra mile.

A global pandemic, chip shortage, and supply chain disruptions created a perfect storm never seen before in the automotive industry. We decided to shift gears away from a traditional campaign driving consumers to the dealership and reimagined how to engage and grow our audience while prepping them for a future sale. We developed a strategy outside of the usual category audiences and tapped into the brand ethos of fandemonium to create a powerful user-generated advertising campaign across multiple categories.

Putting Passion Into Overdrive

25//8 means giving 110%, going the extra mile, living in overdrive.  It’s an attitude that Dodge and their fans have in common. We created Dodge 25//8 to pay homage to the above-and-beyond nature of the Dodge brand and its fans. 

So we engaged 25 influencers across a variety of categories and invited them to give one of their fans a customized Dodge worth up to $105,000. 25 Dodges over the last 8 weeks of the year. The team was chosen for their 25//8 spirit and ability to help Dodge engage with new audiences. We had 25//8 rockstars, TikTok stars, athletes, comedians and more, each creating their own content to authentically appeal to their fans and followers. 

Fans and followers of our 25//8 influencers learned of the contest through influencer channels, Dodge-owned channels, paid social, and in the over 200 articles written about it. Fans were driven to visit Dodge258.com, share what makes them 25//8, and customize their car of choice on Dodge.com The experience drove visitors to the site for an average of 7 minutes, and we even had an incredible 37% of registrants return to the sweepstakes.  

The 25/8 proved to have 25/8-level results with:
• 2,983,328,290 Impressions
• 4,604,849 Video Views
• 3,571,005 OEM Site Visits
• 1,575,904 LFAs
• 1,175,121 BMOs

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GlueIQ Droplet 4.9M registrations

GlueIQ Droplet $14.7M earned media value w/ 75% LESS in media spend

GlueIQ Droplet 33% INCREASE in lower funnel acquisitions (YoY)

How We Helped

  • Social & Digital Strategy
  • Influencer Strategy
  • Promotion & Media Partners
  • Content strategy
  • Video Production

See our work in action

Launch Project

Our Work

Atlantis Paradise

RBC Capital Markets

Jenny Craig

RBC Imagine 2025


Brand EQ

Transformational Change

Brand Purpose

Purpose Statement

Confront Big QQs with Strong EQ

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