02. The Dodge Dart Wedding Registry
Getting married? Why not register at Dodge! That would seem to be the general thrust behind a new advertising campaign surrounding the Dodge Dart compact sedan, which now has its very own wedding registry website where brides and grooms can divide the car into various segments (steering wheels, seats) to be 'sponsored' by well-wishers. The Dodge initiative allows couples to set funding goals and expiration dates on the registry, and once these are reached a check is cut and sent to the impending newlyweds. Dodge can't actually require participants to spend the money on a Dart - or any other Dodge vehicle - but it's a unique take on the traditional wedding registry and just different enough to create a little buzz for the automobile.