What started as a digital initiative, The Brotherhood of Muscle represents the spirit and fans of the brand. And, the best way to experience the energy of Dodge is through their live events—so that’s where we went.
Roadkill Nights is an all-day event which happens once a year outside Detroit, Michigan. This event consists of drag races, thrill rides and exclusive access to Dodge vehicles and engineers. With an attendance of 41,000, there was no shortage of Dodge fans. The whole 12-hour event was livestreamed, including drag racing, interviews and even in-car action shots of the thrill rides. The livestream allowed those from around the globe to feel like they were a part of the event. It was shared on both Dodge.com and the Dodge Facebook social page. By the end of the night, we had garnered 80k livestream views with an average viewing time of 14 minutes.
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