Dodge brand targets gen Y with road trip for charity

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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 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 beverage storage bin, MusicGate Power liftgate speakers, available MP3 jack and a self-charging removable flashlight, the all-new Dodge Caliber has all the essentials for a road trip.”

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.

Read more about 2007 Dodge Caliber...


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