The 707-hp Hellcat trims of the Dodge Challenger and Charger sparked a viral flame on the Web after their unveilings last year.
Dodge teased the Hellcat engine specs during its investor day last May and then revealed the Challenger SRT Hellcat two weeks later.
But Dodge gave away few details about the supercharged sedan at the beginning.
It let people wonder aloud in the social sphere last summer about the burning questions surrounding the new Challenger SRT Hellcat.
How much did it cost?
What was the horsepower? It definitely won't have more juice than the 645-hp Viper, right?
Dodge just stood back and let viral marketing magic do its work as the brand steadily released morsels of information -- showing just how powerful the Web can be for stirring up excitement well before any ads reach the airwaves.
"I consider what we've done very efficient marketing," said Tim Kuniskis, Dodge brand CEO. "The goal is not to sell Hellcats. That's why people say, 'Why are you still talking about it if I can't even order one right now?' The real benefit is the halo effect it provides for the rest of the cars."