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A concert-filled, retro-diner-lined, drag-strip-fueled twist of asphalt 93 days of summer.


There are 93 days of summer, and Dodge wanted to make every one count. So we created a fictional highway from June to September promoting America’s coolest dives, drag races, roadside inns and more.

Kicked off by this awesome TV campaign (from another talented team), we were tasked with turning HWY 93 into a 360˚ experience.
So we called upon Dodge’s own influencer, the Chief Donut Maker, to help launch things.




   


Teasers on social and pre-roll led to an interactive map with HWY93 events, restaurants, motels and more.





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