Dodge Partners with The Fate of the Furious Franchise

Dodge has secured a promotional partnership with Universal Pictures for The Fate of the Furious, which premieres in theatres on 14 April.

Dodge, a partner of the Fast & Furious franchise since its inception, has inked a promotional partnership with Universal Pictures for The Fate of the Furious, in which Vin Diesel is joined by a returning all-star cast. The action film is slated to arrive in theatres on 14 April 2017.

In support of the movie premiere, the automotive giant is launching a marketing campaign to include social media and digital extensions, television ads, and licensed products. The initiative promotes the franchise as well as the mainstream and ultimate performance brands of FCA US.

Dodge and SRT Chargers and Challengers are prominently featured in the movie. A series of national, dealer, and multicultural spots have been created to promote The Fate of the Furious. They feature clips from the movie that are blended with scenes highlighting the performance vehicles.

The first advertisements begin airing on 3 March. The 30-second national Muscle Heaven spot primarily captures the 2017 Challenger. Dealer versions of the commercials include one spot for both the Charger and Challenger and another for the carmaker’s Durango and Journey models.

Developed by GSD&M, they will air on network programming to include primetime, late night, morning news, sports, and NASCAR as well as cable entertainment and sports programmes. A Spanish-language ad created by Lopez Negrete is scheduled to run in key Hispanic markets.

“The best co-branded promotional spots are those in which the world of the Fast & Furious films and ours merge perfectly to create a unique creative that resonates and connects with The Fate of the Furious and Dodge fans alike,” said Olivier Francois, Chief Marketing Officer at FCA – Global.