Top down image of Demon 170

Dodge

SRT® Demon 170: Releasing the Beast

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When we were approached by Dodge to help launch the Challenger SRT® Demon 170 to life, we brought our A-game. Because of our deep understanding of powerful brand experiences, as well as our digital and customer service expertise, Dodge entrusted us to not only capture images of the event, but also to support customers along each step of the process, from the first moment they laid eyes on the SRT Demon 170 during the launch, until the moment it showed up in their garage.
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Top down image of Demon 170Top down image of Demon 170
Helicopter bringing in SRT Demon 170 on a platform.Helicopter bringing in SRT Demon 170 on a platform.
Aerial view of cars on display at Las Vegas Motor Speedway and Jay Leno standing next to an SRT Demon 170Aerial view of cars on display at Las Vegas Motor Speedway and Jay Leno standing next to an SRT Demon 170

It's only fitting that the Challenger SRT Demon 170 made a dramatic entrance into the live event at the Las Vegas Motor Speedway where the 1,025-horsepower beast was revealed to the world. If people didn't think the SRT Demon could get any crazier, they were wrong.

For this once-in-a-lifetime launch, it was critical to capture every moment. From the final testing to the official reveal, JRT's photography and video team, Steady Mobb, crafted a visual story of the Challenger SRT Demon 170 reveal.

An SRT Demon 170 smokes its tiresAn SRT Demon 170 smokes its tires
An SRT Demon 170 launches off the starting line as the tree light turns greenAn SRT Demon 170 launches off the starting line as the tree light turns green
Scenes from the SRT Demon 170 reveal are shown on InstagramScenes from the SRT Demon 170 reveal are shown on Instagram

To build excitement around the reveal, we managed the dodgemoparmotorsports Instagram channel. From there, we provided audiences globally with unprecedented access to the sights and sounds of this historic moment. 

4 devices displaying the Dodge Garage website4 devices displaying the Dodge Garage website

After revealing the latest addition into the Dodge Brotherhood of Muscle, enthusiasts were directed to a specialized online ordering portal, created specifically to support the launch, customization and ordering system all tied into dodgegarage.com.

JRT concierge team answering callsJRT concierge team answering calls
SRT Demon 170 custom decanter setSRT Demon 170 custom decanter set

Our in-house concierge team continued to provide support through active one-on-one management of each vehicle order. The JRT team delivered a white glove owner experience. One component was a commemorative SRT Demon decanter set, serialized to the specific owner name and VIN. Our communications also included detailed product information, customization options and order updates. We were proud to help close the high-octane muscle car chapter in the way that only Dodge could do it.

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