The Final Roar Of An Era. Helicopters, Flames and Rock & Roll Illuminate the Vegas Strip.
The Ask
The Idea
The Need
The Solution
Glow partnered with Dodge and Motor Trend to help deliver the final “Last Call” reveal event at Las Vegas Motor Speedway.
More than a vehicle launch, Dodge “Last Call” was a cultural moment for the Brotherhood of Muscle.
Thousands of enthusiasts gathered at Las Vegas Motor Speedway for the worldwide reveal of the 1,025-horsepower Dodge Challenger SRT Demon 170, the final and most powerful vehicle in the Dodge “Last Call” series.
Glow supported the live event experience through large-scale production coordination, experiential infrastructure, operational logistics, and audience flow execution across a one-day performance festival environment.
Stats:
Jay Leno
DJ Diplo
Las Vegas Motor Speedway
1-Day Performance Festival
Global Reveal
1,025 HP Demon
Livestream
Drag Racing
The Challenge:
When you’re ending an iconic era, the experience has to feel bigger than a product launch.
The challenge wasn’t simply unveiling a vehicle.
It was creating a live experience capable of:honoring decades of performance cultureenergizing a passionate enthusiast audiencemanaging large-scale motorsports operationssupporting media and livestream visibilityintroducing Dodge’s electrified future without losing brand identityEvery operational detail had to support the emotional weight of the moment.
Not a Product Launch.
A Performance Festival.
Instead of a traditional reveal environment, the event operated as an immersive performance festival.
The result was an environment that felt less like a corporate launch and more like a live cultural event built around performance identity.
- live drag racing
- Dodge Thrill Rides
- drifting demonstrations
- celebrity appearances
- concert programming
- enthusiast car culture integration
- large-scale reveal staging
- livestream infrastructure
- sponsor/vendor activations
The Reveal Moment:
A HELICOPTER.
1,025 HORSEPOWER.
THE FINAL DEMON.
The climax of the evening featured the reveal of the Dodge Challenger SRT Demon 170, delivered dramatically by helicopter before its official unveiling at Las Vegas Motor Speedway.
The Demon 170 became the seventh and final “Last Call” commemorative model and achieved an NHRA-certified 0–60 mph time of 1.66 seconds.
This moment served as both a celebration of Dodge’s combustion-engine legacy and a symbolic transition into the brand’s next chapter.
What Glow Delivered
Operations
Event strategy
Site layout and planning
Live reveal coordination
Cross-team communications
Production support
Operational execution
Creative
Event identity & creative
Physical and digital rollout
Billboard takeover
Activations
VIP experiential infrastructure
Vendor management
Brand activations
The Impact
The End of One Era.
The Start of Another.
The Dodge “Last Call” event successfully united heritage performance culture with Dodge’s future-forward vision for electrified muscle.
By combining spectacle, motorsports, entertainment, and operational precision, the experience created a live environment that resonated emotionally with enthusiasts while delivering a globally visible brand moment.The event demonstrated how experiential strategy and operational execution can transform a vehicle reveal into a cultural event.
Built For Moments That Can’t Fail.
Glow helps brands transform launches, conferences, and live events into high-impact experiences built around operational precision and audience engagement.