Dodge's Hidden-Vehicle Contest Doesn't Quite Go as Planned

Taking ad campaigns into the real world is exciting. It can also be risky, because, you know, you run into these unpleasant creatures known as human beings, who always mess things up. Take Dodge's scavenger-hunt campaign for the Journey crossover. Working with Wieden + Kennedy, Dodge hid three Journeys across America—one in the West, one in the Midwest, and one in the East—and told people that if they found one, they could keep it. After a monthlong series of clues, all three vehicles have now been found—but only the West Coast portion of the campaign went off without a hitch.