Dodge has launched a marketing campaign starring Bill Goldberg as the mayor of Muscleville, a dream place created for brand enthusiasts.
Dodge has rolled out a marketing push targeting its American audience. Titled Muscleville, the exercise, which marks the brand’s Performance Days sales across March, features four television commercials and digital and social content for Facebook, Instagram, and Twitter.
The firs two Dodge spots, Welcome to Muscleville and Fast Lane, are available on YouTube. Themed around giving muscle car enthusiasts a town of their own, the campaign delivers a place where speed bumps do not exist and doughnuts are served fresh each morning right on the corner of SRT Street and Charger Lane.
Also, Dodge had Taft, California, a small town in Kern County, transformed into Muscleville, where pro wrestler, NFL athlete, and automobile aficionado, Bill Goldberg, who stars in the campaign and plays the mayor. The creative work was developed in partnership with Doner.
“What better way to celebrate enthusiasts than to create a town for them. Our fans had the opportunity to line up on Main Street to meet the mayor and participate in the production,” said Steve Beahm, Head of Passenger Car Brands, Dodge//SRT, Chrysler and Fiat at FCA North America.