The marketing push will include executions across TV, radio, digital, and social media featuring the Dodge, Ram, and Chrysler brands
Fiat Chrysler Automobiles (FCA) and Lionsgate have forged a co-branded partnership in conjunction with the premiere of The Hunger Games: Mockingjay (Part 2), the final installment of the highly popular blockbuster. The film is slated to launch in North America on 20 November 2015.
In a series of television and radio spots newly rolled out nationwide, FCA will pay tribute to the movie by way of four television commercials featuring the Chrysler, Dodge, and Ram brands. The carmaker is also signed on as a presenting sponsor of the red carpet premiere taking place in Los Angeles on 16 November 2015.
“We are thrilled to be partnered with FCA and are proud of this impactful campaign. Through Chrysler, Ram, and Dodge, we have the opportunity to highlight the wealth of the entire The Hunger Games franchise through each iconic brand’s individual story,” said Paula Kupfer, SVP of Global Partnerships and Promotions of Lionsgate.
The Dodge advertisements which have just premiered include two commercials titled, Whistle and Playing with Fire. The 30-second spots are themed around the rebellious spirit of Katniss and The Hunger Games to “ignite the flame that drives us.”
The third from the series, The Official Truck of Heroes, distinctly features the Ram brand while acknowledging the heroes of the production. Its length matches the duration of the first two. Finally, the fourth ad dubbed, Where You’re Going, by Chrysler reflects the story of Katniss, a girl who overcomes the odds to become the face of change.
“At FCA, we do not like to go traditional. We challenge the status quo, so we also questioned the well-established tradition of the end-of-the-year Tier 2 commercial, which nearly plays on the why buys, the most rational part of the purchase process. It is almost never relevant and rarely branded,” said Olivier Francois, CMO of FCA Global.
“Our collaboration with The Hunger Games and Lionsgate is a great example of what can be done that’s unexpected. The association with such an anticipated movie provides an exceptional relevance to our message and the values shared with our three brands: the rebellious Dodge, hard-working Ram, and resilient Chrysler.”