This week, we distill insights around Dodge Dart Registry - a crowdfunding platform that helps customers request friends and family to sponsor individual parts of their new car for them. 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on social data, crowdsourcing, storytelling and citizenship on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities. We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook. For more, see: http://peopleslab.mslgroup.com/future-of-engagement

1. crowdsourcing | storytelling | citizenship | social data
Dodge Dart Registry
People’s Insights Volume 2, Issue 17

2. Volume 2, Issue 17,
April - June, 2013
Future of
Money
Dodge Dart Registry
100+ thinkers and planners within
MSLGROUP share and discuss inspiring
projects on social data, crowdsourcing,
storytelling and citizenship on the
MSLGROUP Insights Network. Every
week, we pick up one project and curate
the conversations around it — on the
MSLGROUP Insights Network itself but
also on the broader social web — into
a weekly insights report. Every quarter,
we compile these insights, along with
original research and insights from the
MSLGROUP global network, into the
People’s Insights Quarterly Magazine.
We have synthesized the insights from
our year-long endeavor throughout 2012
to provide foresights for business leaders
and changemakers — in the ten-part
People’s Insights Annual Report titled
Now & Next: Ten Frontiers for the Future
of Engagement.
People’s Insights
In 2013, we continue to track inspiring
projects at the intersection of social
data, crowdsourcing, storytelling and
citizenship.
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3. 3
What is the Dart Registry?
In January 2013, Dodge launched the Dart Registry, a crowdfunding platform to help customers request
friends and family to sponsor parts of the new car for them. People share their story, set funding goals
and recruit support from networks – while generating word of mouth around the Dodge Dart and
drawing attention to the car’s parts.
How it works
People sign up at the Dart Registry, customize the car they want, set a funding goal accordingly and then
ask friends and family to fund individual parts of the car. Each step is designed to connect fundraisers
and potential funders with the various parts and features of the Dodge Dart.
Source: adweek.com
Source: dodgedartregistry.com
Adweek’s Tim Nudd explains the process:
“You sign up for the program, configure and
customize a Dodge Dart (choosing from 12 exterior
colors, 14 interior color and trim options, three fuel-
efficient engines, three transmission choices, safety
features, aerodynamics, etc.), and set a goal for the
amount of money you want to raise to fund it. The
site then itemizes components of the car—like a
steering wheel, shifter, seat or engine—and allows
friends, family or anyone to sponsor the parts.”
Source: ------

4. Volume 2, Issue 17,
April - June, 2013
Future of
Money
Dodge Dart Registry
Source: dodgedartregistry.com
Source: dodgedartregistry.com
Several thinkers have likened the campaign to a
wedding gift registry. AdAge’s Shareen Pathak
said:
“Chrysler is trying to redefine a wedding ritual with
“The Dodge Dart Registry,” a site that lets engaged
couples raise money toward purchasing a new car
by asking their friends and family to chip in.”
Blogger Jeffrey Ross said:
“The Dodge Dart Registry allows people to build
and customize a new Dart exactly how they want
it, then let other people purchase some or all of the
components as gifts.”
Similar to crowdfunding platforms
The Dart Registry is modeled after conventional crowdfunding websites like Kickstarter, with elements
like progress bars, funding tiers and countdowns.
People can set the fundraising duration as 30, 60 or 90 days, and can customize four funding tiers
for acquaintances, friends, family and supporters. The registry then assigns different car parts to the
different tiers and prompts potential funders to explore and choose a part to sponsor.
At the end of the fundraising timeline, fundraisers
receive all the money raised minus a hefty 9%
processing fee. Dodge acknowledges that “it will
be tough to raise the full price of a new car,” and
gives fundraisers the power to spend their funds
towards the car or as they wish:
“Your goal instead can be to raise enough for a
down payment, or enough to lower your monthly
payments.”
Recruiting support around a story
or for a cause
The story or cause behind the fundraising
campaign is crucial in recruiting support from
friends, family and other benefactors.
Examiner’s Brandon Seiler points out:
“The case itself is the most important part of
setting up the profile. Here users write and/or post
a video to explain why they deserve help buying a
Dart. The more endearing the message the more
likely people feel compelled to donate.”

5. 5
Source: US PIRG - A new direction in driving trends
Source: dodgedartregistry.com
In fact, one of the Dart’s Registry’s largest
success stories centers around a registry that was
created to crowdfund a car for a cancer patient.
Jody Mostoller, who created the registry with his
wife Teri, commented:
“Teri immediately thought about our friend and
how creating a registry would be an easy way
for people to help her get the new car she so
desperately needed. The community rallied behind
the idea and it was so much fun to watch it all
unfold.”
The powerful story led to a large amount of
support from local communities and cancer
survivors elsewhere. AutoGuide’s Jason Siu
reports:
“More than 260 friends, family, and fellow
parishioners contributed to the registry raising over
$22,600 in 21 days. As a result, an all-new 2013
Dodge Dart SXT was purchased and everyone from
the local community was present when the keys
were handed over to their friend.”
Generates word of mouth
Marketers have applauded Dodge’s use of social
media and crowdfunding to raise awareness
around the car.
Forbes contributor Matthew de Paula noted that
the program should help get the Dodge Dart “on
the radar of potential buyers”:
“The way the Dodge Dart Registry ties in social
media could prove helpful in that regard. As would-
be car buyers post updates on their fundraising,
they’ll be helping to boost awareness of the
compact sedan.”
Forbes’ Joann Muller commented that the
program does a better job of raising awareness
than driving sales:
“I don’t see a lot of money flowing through this
scheme. I will say, however, that it’s an ingenious
way for Dodge to draw attention to the Dart, which
so far, is being overlooked by many.”
Targets millennials
Marketers also believe the Dart Registry will
help Dodge reach millennials - a coveted
audience for automakers. Millennials are
less likely to drive cars compared to previous
generations (according to recent report from
U.S. PIRG) and have more options for mobility
(such as car-sharing and ride-sharing programs,
which we outline in our report on collaborative
consumption).
TIME’s Brad Tuttle highlighted some additional
challenges in reaching this audience:
“The marketing and selling of cars to millennials
is a tricky business. This demographic is lukewarm
about car ownership, and is more likely to hate the
usual car-buying process—haggling especially. If
they are interested in automobiles, they tend to be
drawn to quirky car models with flashy colors (the
Dart qualifies).”
Creates a new audience – people
who previously couldn’t afford
cars
Some thinkers believe that crowdfunding
programs like the Dart Registry will help luxury
brands reach a new audience of people who
cannot afford their products.
Here’s a comment posted on car blog Jalponik:
“This isn’t so much a campaign to sell the cars,
more of a campaign to help people afford them.
Everybody would be driving a new car if they
could easily afford one. This is a novel marketing
campaign that attempts to get people who
otherwise would not be able to afford ANY new car,
to be able to afford one.”

6. Volume 2, Issue 17,
April - June, 2013
Future of
Money
Dodge Dart Registry
Source: brandchannel.com
Source: How to change buying cars forever
Similar programs from Hyundai
and Microsoft
Hyundai partnered with niche crowdfunding
platform Motozuma in 2011 to help people
crowdfund cars and has reportedly sold 1,600
units. In comparison, the Dart Registry has
reportedly sold only 2 units since January 2013.
Source: crowdfundinsider.com
Brand Channel’s Dale Buss attributes Hyundai’s
success to a matching contributions scheme and
wider range of eligible cars:
“Hyundai may have gained an edge in the auto
industry’s early crowdsourcing initiatives by
matching contributions on Motozuma dollar for
dollar, up to $500, as consumers try to round
up contributions from friends and family for a
down payment on a new car. It may also help that
Hyundai doesn’t focus on a particular nameplate in
the promotion.”
Blogger Charles Luzar believes that this
approach has potential to play a bigger role in
reaching millennials in the future:
“Although the reach is limited for now, the
approach could pay dividends in the long run as
car manufacturers struggle to gain traction with
Millennial car buyers.”
Non-automotive brands too are exploring
crowdfunding solutions with matching
contributions to make their products more
affordable. For instance, Microsoft recently
launched a dedicated branded platform Chip In
to help people crowdfund Windows PCs.

7. People’s Lab is MSLGROUP’s proprietary
crowdsourcing platform and approach that
helps organizations tap into people’s insights for
innovation, storytelling and change.
The People’s Lab crowdsourcing platform
helps organizations build and nurture public
or private, web or mobile, hosted or white
label communities around four pre-configured
application areas: Expertise Request Network,
Innovation Challenge Network, Research &
Insights Network and Contest & Activation
Network. Our community and gaming features
encourage people to share rich content, vote/
comment on other people’s content and
collaborate to find innovative solutions.
The People’s Lab crowdsourcing platform
and approach forms the core of our distinctive
insights and foresight approach, which consists
of four elements: organic conversation analysis,
MSLGROUP’s own insight communities, client-
specific insights communities, and ethnographic
deep dives into these communities. The People’s
Insights Quarterly Magazines showcase our
capability in crowdsourcing and analyzing
insights from conversations and communities.
People’s Lab:
Crowdsourcing Innovation & Insights
Learn more about us at:
peopleslab.mslgroup.com | twitter.com/peopleslab

8. For People’s Lab solutions, contact
pascal.beucler@mslgroup.com