You may not have caught on that there was an actual 2012 Dodge Journey at stake when Chrysler aired its “Search Engine” TV spot for the crossover last Friday. With only 30 seconds to digest what’s being said in the ad, and only a fraction of that to decide whether you care enough to do something about it before the next commercial starts, it’s easy to miss if you blink. One observant father and son team from Nevada did catch the commercial’s clues, which led them to the Journey’s hidden location – allowing the pair to claim it for themselves.
The TV and web campaign for the “Search Engine for the Real World” giveaway began Friday, September 9. The commercial, which begins with footage of a Dodge Journey driving to a remote location somewhere on the west coast, and ends with Dodge spokesperson Michael C. Hall saying the vehicle is yours if you can find it, contained clues pertaining to the Journey’s location.
The Armbrust family of Gardnerville, Nev. was watching football when the TV spot first aired. Father Bruce Armbrust and nine-year-old son Matthew, being avid hikers, recognized some of the scenery in the commercial. The pair quickly jumped on the internet to watch the commercial again on Youtube, this time paying careful attention to the ad’s every shot. That night, the duo went scouting for the roads seen in the video, now determined to find the Journey’s secret location and win the prize. A little help from some of the comments on the live video feed led the Armbrusts to Hope Valley, Calif., where they finally found the car – just 16 hours after first seeing the commercial.
Though the prize has already been claimed for the western region, there are still two more Journeys to give away – one in the East, and one in the Midwest. The hunt for the second vehicle begins in the Midwest region on September 17, when the next 30-second commercial airs. Viewers in the East will get their chance on September 24, when the third and final Journey will be up for grabs. The contest ends September 27, so if you badly want a new Dodge Journey, and know the lay of the land in your area, resist the urge to skip the commercials during your favorite primetime TV show.