Dodge Brand Targets Gen Y with Road Trip for Charity
25 Mai 2006 - 1:00PM
PR Newswire (US)
Dodge High Caliber Challenge Combines Music, Technology and
Philanthropy to Appeal to Generation Y AUBURN HILLS, Mich., May 25
/PRNewswire-FirstCall/ -- Generation Y is known for being
tech-savvy, passionate and has donated more time to charity than
any other generation. To promote the all-new 2007 Dodge Caliber and
place it in the hands of its target consumer, Dodge created a
cross-country challenge that plays off this generation's flair for
technology, interest in music and passion for philanthropy. The
Dodge High Caliber Challenge is a five-day philanthropic road trip
challenge that places college students behind the wheel of the
Dodge Caliber to generate awareness for Global Music Project and
raise funds for Doctors Without Borders. On June 5, nine
"high-caliber" college students from Boston, Chicago and Dallas
will take volunteering to the next level as they embark on the
all-expense-paid five-day road trip from their collegiate towns to
Miami. Along the way, teams will earn points for creating
attention-grabbing events that utilize the Dodge Caliber and drive
people to download songs from Global Music Project, a 501(C)(3)
organization that allows individuals to download songs for a
minimum donation of $1 per song with proceeds going to select
charities. For each song downloaded, Dodge will donate $1 on the
team's behalf to Global Music Project, benefiting Doctors Without
Borders, with a maximum donation of $10,000. On June 9 in Miami,
all three teams will unite to participate in one final fundraising
event. At this time, Dodge will announce the team that earned the
most points as the winner of the High Caliber Challenge. Each
member of the winning team will win a 24-month lease of a Dodge
Caliber. Members of the other two finalist teams will each receive
$500. "The Dodge High Caliber Challenge gives college students a
chance to experience and win the boldest new compact car on the
market today, while raising awareness for Global Music Project and
money for Doctors Without Borders," said Tom Loveless, Director -
Dodge Marketing & Global Communications. "Equipped with a Chill
Zone(TM) beverage storage bin, MusicGate Power(TM) liftgate
speakers, available MP3 jack and a self-charging removable
flashlight, the all-new Dodge Caliber has all the essentials for a
road trip." Throughout the road trip challenge, teams will maintain
an online travel journal and chronicle their trip with photos and
capture some of their favorite moments at
http://www.dodgehighcaliberchallenge.com/ . To identify
high-caliber students, Dodge focused on college and university
campuses in key markets across the U.S. Full-time college students
between the ages of 18 and 25 who were enrolled in an accredited
college or university during the 2006 spring semester were
encouraged to participate, especially those focusing on the fields
of marketing and public relations because of the opportunity to
apply their knowledge in a real-world situation. Teams were
selected for the Dodge High Caliber Challenge based on the proposal
they submitted outlining how they would use the all-new Dodge
Caliber to raise awareness for Global Music Project and funds for
Doctors Without Borders. Dodge Caliber The 2007 Dodge Caliber takes
a new slant on the entry-level vehicle segment by combining high
value with bold styling and clever features. At a starting U.S.
MSRP of just $13,985 (including $560 destination), the five-door
Caliber blends Dodge attitude packaged with the capability and
versatility of a sport-utility vehicle and the affordability and
fuel-efficiency of an entry- level compact car. Its design commands
attention and evokes attributes that define the Dodge brand: bold,
powerful, capable and street smart. The Dodge Caliber is chock full
of interior features rarely found on entry-level compact vehicles
including: MusicGate Power liftgate speakers, Chill Zone cooled
beverage storage bin, unique flip pocket for storing a cell phone
or an MP3 player and an available dual purpose self-charging
removable flashlight. As a vehicle destined for global markets, the
2007 Dodge Caliber uses innovative new engines and a continuously
variable transaxle (CVT) to deliver world-class performance, fuel
economy and refinement, no matter where the road leads. DATASOURCE:
Chrysler Group CONTACT: Carrie McElwee, +1-248-512-2664, or Jodi
Tinson, +1-248-512-2944, , both of Chrysler Group; Emily Kooistra,
+1-312-464-1984, , for Chrysler Group Web site:
http://www.media.daimlerchrysler.com/
http://www.daimlerchrysler.com/
http://www.dodgehighcaliberchallenge.com/
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