Overview: //

As one of America’s “Big Three” automobile manufacturers Chrysler sells vehicles worldwide under brand names Chrysler, Dodge, Jeep and Ram. It is home to the HEMI engine which in 1964 dominated the Daytona 500 NASCAR race winning first, second and third place thus cementing its place in history as a genuine legend among Baby Boomers. Realizing this, Dodge was planning to relaunch the HEMI after a long absence in its Dodge Ram pickups.

That Thing Got a HEMI?

Looking for a way to reach young people and knowing that 70 to 80 percent of buyers shopped online before going to a dealer they called on Commotion Interactive to create a solution that drove national awareness, excitement and sales leads for the all new Dodge Ram with 5.7 liter HEMI Magnum.

In response, we built an addictive branded game targeted at young people to capture the bold spirit and raw power of the brand. Asked by Dodge to collaborate with their advertising agency, we drew inspiration from the agency’s work on the wildly popular TV spots featuring a Dodge Ram Heavy Duty pickup pulling a Dodge Charger and two motorheads who ask “That thing got a HEMI”? We also took inspiration from the Odd Rods series of illustrated hot rod trading cars from the late 60’s popular among the Hot Rod and Kustom Kulture crowds.

The game features a fire-breathing Dodge Ram with squealing tires and roaring HEMI engine hauling a junker Ford and racing to the end of a drag strip to “hurl”” the junker into a heap of old trucks. It’s fun and irreverent depiction went viral overnight netting our client a 400% gain in leads generated over prior branded game campaigns.

Branded Game: //

Featured at Dodge.com: //

Inspirations and Concepts: //

Sketch artwork of the junkpile: Car enthusiasts are natural advocates for their brand of choice, rarely missing an opportunity to have some fun at the expense of competing brands. A common remark about a competitor brand is that it is a “piece of junk” or belongs in a “pile of junk”. We wanted to capture this sentiment and make it a major feature of the game.
While researching concepts that could bring the raw power of the HEMI to life on screen we discovered Odd Rods. These were trading card/stickers created in 1969 popular with schoolchildren of the time featuring monsters in fire-breathing hot rodded versions of celebrated vehicles. Having both nostalgic appeal to Baby Boomers and an evergreen appeal to young people the characterizations found in the Odd Rods were a major inspiration in the creation of Hemi Hurling.
Sketch artwork of the junker truck and its parts for the crash animation. In support of the “pile of junk” sentiment of enthusiasts towards competitive brands, we wanted to have a satisfying ending when the Dodge Ram “hurls” the junker into the pile and have it literally blow up into pieces.

Call to Action: //

Results: //

Impressions / 90 days
Response Rate
Leads Captured

… willing to go the extra mile to deliver the right solution

“Commotion developed several viral video games and provided interactive marketing consulting during the launch of several Dodge vehicles: The Dodge Ram (Mayor of Truckville) and the All-New Dodge Caliber.

Both games were custom developed for each campaign and generated a tremendous amount of traffic and pass-along activity – exactly what you need to create awareness in a viral campaign. The Dodge Caliber game (High Caliber Racing) showcased product features in between each level load and provided highly-addictive gameplay. Of course, each campaign had fairly tight deadlines due to client requirements and both were delivered on time and on budget.

Not only do I consider Matt a great vendor and expert in his field, but I also think he’s one of the nicest people I’ve ever worked with. He’s very detail oriented and willing to go the extra mile to make sure he delivers the right solution.”

Darin Swan, Senior Account Strategist - BBDO Detroit