It's easy to get trapped in some traditional PR "basics" - news release, media kit, spokesperson, media tour and now a campaign website and the like.  Nothing beats getting "out with the people" to surprise your desired audience in fun ways that get them talking.  Sometimes it can be as easy as this:

The simple "Dodge Challenger" line on the first mobile billboard is all that is needed - a simple message to deliver.  Not a lot of details are needed now, as the car is arriving next year, but a great way to stir memories with consumers who remember this brand from back in the day, and a great way to excite new younger consumers with a great buzz-creating campaign.

Would have been great to see a URL for people to find out more, maybe see some car chases or classic movies with the Challenger, but could assume this could be part of a 2nd phase of the campaign.