The dareIntroduce Dodge and 3 new models to the Belgian market.

The ideaA road show toured 10 Belgian cities with a 50-meter Dodge Viper Bungee. An onboard camera filmed the reactions. These movies were posted on the campaign site, and could be sent to friends. Banners guided people to the website. A contest worked as extra bait.The results- Attendance: 10.000 - 500 took the bungee drop- 500 viral movies generated over 50.000 views - 35.000 unique visitors for the site- Free publicity in newspapers, on car sites and blogs

The Dodge Dare Days: a very visible road show that toured along 10 Belgian cities with a truly unique attraction: a 50-meter Dodge Viper Bungee with onboard camera to film your scary face. These movies were posted on the campaign site, ready to be sent to friends. Special, interactive banners guided people to the website. A contest worked as extra bait.

- Over 10.000 people attended one of the 10 road shows- Almost 500 daredevils wete their pants in a breathtaking 50-meter bungee drop in the Dodge Viper- The onboard camera capturing their fearful expressions resulted in 500 viral movies and generated over 50.000 views on YouTube and GarageTV- Site traffic boomed, with over 35.000 unique visitors: over 10% opted-in, 5% requested more information, 1% visited the showroom for a test drive- Loads of free media coverage in newspapers, online car sites and blogs- And finally an utterly satisfied customer