I’m sure you’ve seen Dodge’s spot for it’s recent “Journey Search” campaign and if not I suggest you familiarize yourself. This campaign which initially aired two weeks ago features the company’s 2012 update of it’s Journey positioned as the ultimate vehicle to explore the “world wide world” and ends with one of these vehicles being left in a scenic remote location for anyone to find. Using clues from the commercials and online clips the adventurous can set forth on a journey of a lifetime in order to find the treasure they seek. Although I was excited at the prospect of finding a free car, I was more excited to watch this campaign as it developed over time.
The ad spots themselves seemed like brief motion pictures with frames of picturesque scenes that were encountered along the Journey’s trip to it’s final location but my interest focused on things beyond aesthetic appeal. What I was focused on was watching how these actual adventures developed. With one car being placed in the West, Midwest and East respectively in different time frames allowed me to see the changes. What was so impressive with this campaign was the how it adapted and changed based on consumer feedback.
By the time the Journey Search got to the east region, Dodge had made changes to this national campaign in response to consumer concerns and speculations. With the interest being at its peak for the East search and unrest with the conclusion of the Midwest leg, Dodge took the online mass’s comments into consideration. This resulted in the toughest challenge yet for the East search which included photo clues and “real-world” clues to increase difficulty in finding the spot. Dodge listened and then took what they heard to adjust the campaign to greater approval from consumers and participants.