Dodge Dart's Gift Registry Lets Friends and Family Help You Buy a Car W+K unveils new TV spot, too

Published in Adweek on Jan 23, 2013

Quick-witted, energetic and amusingly excessive, Wieden + Kennedy's TV campaign for the Dodge Dart has quietly become one of the most entertaining on the air. Now, agency and client are bringing some of that fresh perspective to the social space with the Dodge Dart Registry, an online program that lets friends and family buy bits and pieces of the vehicle for you—much like a wedding registry allows them to buy you housewares.

It works like this: You sign up for the program, configure and customize a Dodge Dart (choosing from 12 exterior colors, 14 interior color and trim options, three fuel-efficient engines, three transmission choices, safety features, aerodynamics, etc.), and set a goal for the amount of money you want to raise to fund it. The site then itemizes components of the car—like a steering wheel, shifter, seat or engine—and allows friends, family or anyone to sponsor the parts. Once registered, you can connect to Facebook and Twitter and spread the word about your registry, and thank people who have bought items off it (all the while communicating and sharing features of the vehicle through social channels).

"The registry is designed to make the process of configuring and buying a new Dart more social than ever, in a way that has never been done before," says Oliver Francois, chief marketing officer at Chrysler Group LLC. "Now, 'New Rules' transcends not only how we design, build and market a car, but redefines how consumers can purchase a new vehicle by mobilizing friends and family to help."

The registry is powered by RocketHub, a crowdfunding platform. It's being promoted with a new 30-second TV commercials, titled "How to Change Buying Cars Forever" (below), which broke this weekend during the NFL's NFC Championship Game. It might not actually change car buying forever, but it's a welcome experiment that adds to the Dart's growing reputation as one of the most nimble and fun auto brands on the market.