Dodge Co-Brands with “Fast & Furious”

by  |  On May 19th, 2013  |  In Car Articles

One of the best ways to market a new vehicle model is to place it in one of the biggest blockbusters of this summer. The renowned “Fast & Furious” series has always been known to showcase some of the greatest muscle cars and sports cars of past and present. It also has been a great source for some major vehicle brands to advertise one of their newer models. The Chrysler Group did just that with their Dodge Challenger SRT8 in the latest installment of this movie series.

Chrysler and Universal Pictures inked the deal so then they can show off their vehicles on and off-screen as a dual-sided marketing promotion. The co-branding efforts are local, national, multicultural advertising campaigns which includes; gaming, media, various merchandise and even sweepstakes. This is a full fledged effort from Chrysler and their subsidiary Dodge to get their brand placed.

Fast-&-Furious

Now a spoiler alert, but not really. We all know that the films have consisted of mostly chase scenes and race scenes. But the vehicle that Diesel will be handling is the SRT8 Challenger, and you can expect to see this vehicle in a larger portion of the film, not saying all of the film be centered around this Challenger—but you surely will take notice of it. Dodge says during the filming of the movie, they ended up using a total of 10 different SRT8s and even a vintage 1969 Dodge Daytona. Vin Diesel surely seems like his choice of Dodge models.

The advertisement has begun for a couple weeks now and the commercial spots have really begun to sink just the past week. One of the commercial spots is of the new Dodge Dart, and their “How to” series, this time their choice of words is the “How to make your car fast and furious”. The Dart is then framed from a series of scenes from the film. The commercial spot is expected to air during prime time hours during most sports and entertainment programming. This will likely hit home with their ideal target market, a male audience. You can read about the Dodge Dart in a review provided by Fort Pierces Arrigo.

Stepping away from the fictional racing world of the film, and into the real racing world, Dodge has done some placement there as well with their Chrysler SRT brand is features on a SRT Viper GTS-R model which will partake in the American Le Mans Series. This will be accompanied by the Dodge SRT8 which was seen in the film, so fans can take pictures with it. Another well respected avenue for not just race fans, car enthusiasts—but also film lovers alike.

Will this be the last of the series? This is highly unlikely, as long as there is a thirst for fast cars, attractive women and explosions, there will always be a market for films like this.

Asim Farooq is fond of reading and hence writing about the fastest cars, supercars as well as love to explore about classic cars.

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