The launch of the Dodge Dart created a set of New Rules for the auto industry. And with the Dodge Dart Registry, Dodge created new rules for buying a new car. DodgeDartRegistry.com works like any gift registry, except every gift on the list is a part on a new Dodge Dart. You customize your Dart with the features you want and then invite friends and family to sponsor parts of the car. Once you reach your fundraising goal, you collect your funds and pick up your new car at the dealership. It‚s the first time an auto company has created a crowd-funding platform to help people buy a new car.

Launch the campaign
Published
July 2013
Topics

The Story

The launch of the Dodge Dart created a set of New Rules for the auto industry. And with the Dodge Dart Registry, Dodge created new rules for buying a new car. DodgeDartRegistry.com works like any gift registry, except every gift on the list is a part on a new Dodge Dart. You customize your Dart with the features you want and then invite friends and family to sponsor parts of the car. Once you reach your fundraising goal, you collect your funds and pick up your new car at the dealership. It‚s the first time an auto company has created a crowd-funding platform to help people buy a new car.

Crowdfunding has been a successful way for businesses, inventors and artists to get their projects off the ground, but it‚s never been used by an automotive company to make buying a new car more affordable. The gift-registry platform created an entirely new behavior within social media but did so by playing off one of the most popular social-media behaviors there is: wishing friends and family a happy birthday. Now, after someone posts a birthday note on a Facebook wall, they can be reminded that an easy gift the person really wants is part-funded on their Dodge Dart Registry.

The Technology

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    Social

    Crowd Funding

The Results

Since launch, 6,335 people have registered their own Dart account. And they‚re spending an average of eight minutes and 50 seconds customizing their Dart and learning about the car. In the first three weeks, over 2,000 news articles were written about the program, covering all 50 states. And most importantly, people are using this platform for good. The first fully funded registry provided a reliable car to a woman fighting breast cancer so she could travel back and forth from her clinical trial treatments six hours away. Her closest friends created the registry on her behalf.

43

team members working on this project

107K

lines of code written

70Mil

project impressions

Launch Date 17 January 2013