Latin Music Tour Connects Dodge with Hispanics
The Dodge Never Neutral Latin Music Tour targeted Hispanic Americans in 11 cities and at Chrysler business centers across the Southwest.
At each stop, two locally known djs captured the passion of Latin music through on a state-of-the-art sound system, inspiring attendees to dance in the tents. In the Dodge brand tent, attendees could watch three local artists paint Dodge Charger hoods, then vote for the best one as part of the national Artistry in Motion competition. Each event also showcased the Dodge vehicle lineup.
Dodge partnered with Univision and the tour coincided with the network’s local market and Latin Grammy Awards events.
The tour raised awareness and generated purchase consideration among Hispanics and created an interactive experience that leveraged enthusiasm and engagement created by Latin music and lifestyle connections. The Univision events drew 119,500 people and the Never Neutral Tour engaged 8,516 consumers and captured 3,183 leads, half of whom opted to receive a quote from a dealer.