
Online ads will focus on comedy, music, animation and sports sites. The campaign will run banners on sites like The Onion, Daily Candy, and The Knot; it will run 30-second pre-roll video ads on Time Warner's newly launched "Office Pirates" site. Dodge will also create a branded character on MySpace in May and offer avatars on Yahoo and MSN IM clients.
Dodge has built four online games with the Caliber and integrated it into four console games for Playstation and Xbox, including EA Sports' "Fight Night 3," Ubisoft's "And1," and two Tom Clancy games from Red Storm Entertainment.
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