Mixing Business with Pleasure

The DodgeGarage.com Story: Turning Enthusiast Content into Strategic, Measurable Marketing, a networking event turned professional party, was a one-night event hosted by the JRT agency®.

The event, headed by the Society of Automotive Analysts (SAA) and Young Professionals Network (YPN), took place on Thursday, July 26. Keynote speakers Kevin Hellman, Dodge Challenger Brand Manager, and Kate Sterns, Service/Web Project Manager at JRT, offered guests insight about how the Dodge Digital team turned challenges (and Challengers) into opportunity for DodgeGarage.com.

Together, Hellman and Sterns discussed the ins and outs of Dodge Garage, a digital hub for race and muscle car enthusiasts. Topics included strategy, analytics and how the website created 15.3 million impressions on social media and in the news within its first 24 hours, as well as $35.8 million in total media value to date.

“Dodge really is an enthusiast brand,” said Sterns. “Dodge Garage gives them a platform that no other brand gives their fans and followers.”

The event was the first partnership between JRT and SAA, and was one of “the most fun and professional events in the organization’s history,” said SAA board member Ken Horbatiuk.

Event highlights included the opportunity to speak with several professionals from FCA US LLC, Dodge muscle cars, sign-ups for Dodge Garage, games, prizes, drinks and The Mean Weenie food truck.