When registering for gifts, most people opt for gravy boats or silverware. But what about a car?
Chrysler and Wieden & Kennedy Portland are 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.
Created for the 2013 Dodge Dart, the site, powered by RocketHub lets customers configure and customize the car, then set a goal for how much money they need in order to make it theirs. Family or friends can sponsor specific parts of the new car, such as an engine or a steering wheel. Read more about the campaign in behind the work.