The Dodge Journey was built to help people to explore the worldwide world. But we wanted to do more than just tell them this: we wanted to get them off the couch and actually out there.

We started with a series of TV commercials. But unlike other car ads, the final heroic shot of the car was a challenge: the Journey they've just seen is still waiting at that same beautiful location. If the viewer went there, they could have it. The commercials themselves contained clues and a 24/7 live camera feed showed people exactly where it was - encouraging them to start looking. We brought together all the chatter surrounding the campaign onto our YouTube page, combining the conversations from Twitter, Facebook and YouTube into 1 place.

Even though only a few people got to drive home in a new Journey, everyone involved got to experience an exciting real world adventure that inspired them to get out there.