The launch will connect with consumers through new forms of content, new distribution channels and targeting tools.
The centerpiece of the campaign is the Ram Challenge Web site.
The site was designed as a unique destination to promote Ram, host exclusive content and showcase a unique reality series.
The Ram Challenge reality series was developed to highlight the features and benefits of the all-new Dodge Ram in an exciting and entertaining way. Broken into a number of “webisodes,” the challenge will pit four teams of American heroes—firefighters, military, cowboys and contractors—in a series of elimination challenges using the all-new Ram.
The webisodes will continue over the next few weeks. Some will air exclusively on ramchallenge.com.
The site currently houses a variety of content and will be continually updated in an effort to deliver an entertaining experience to visitors.