AUBURN HILLS, MI (05.16.2013) – The world is going mobile. The latest in the Fast and Furious series is set for a May 24th release in theaters. Dodge and Universal pictures have employed a broad media strategy to promote this new film to their target demographic. This article in details the promo campaign.
The partnership supports Universal’s latest installment in the Fast & Furious franchise with multitier marketing initiatives – including co-branded national, local and multicultural advertising campaigns – events, gaming, social media and merchandising.
The SRT brand supplied a 2012 Dodge Challenger SRT8 as the hero vehicle driven by the film’s hero, Dominic (Dom) Toretto , in various chase scenes throughout the movie. Toretto also drives a 2012 Dodge Charger SRT8 and a vintage 1969 Dodge Daytona. The production used 10 Charger SRT8 vehicles powered by stock 6.4-liter HEMI® V-8 engines.
“Dodge has been at the heart of the Fast & Furious franchise since the beginning and we are proud to be part of ‘Fast & Furious 6,'” said Tim Kuniskis, President and CEO – Dodge Brand, Chrysler Group LLC. “Like ‘Fast & Furious 6,’ Dodge fuels the passions of the automotive enthusiast. Our innovative vehicles stand apart in performance and style, providing our customers with a way to express who they are and what they can do in the world.”
“Dodge continues to be as much a part of the Fast & Furious franchise as our all-star cast who have the opportunity to sit behind the wheels of the Dodge Charger, Challenger and Daytona,” said Stephanie Sperber , President, Universal Partnerships and Licensing. “We’re thrilled to showcase this partnership on screen, especially with the action-packed sequences involving Dodge vehicles, in what has become one of the most successful franchises in Universal’s history.”
Dodge created three new television commercials to promote “Fast & Furious 6,” including national, dealer and multicultural spots. All ads feature clips from the movie interspersed with new vehicle footage. The first advertisements began running Sunday, May 5.
National TV Commercial – The 30-second spot continues the 2013 Dodge Dart “How to” advertising theme, this time “infusing” the Dodge Dart with high-octane smash and flash “Fast & Furious 6” footage to create the fastest, most furious Dodge Dart yet. With stars of the film, the action-packed racing and the new, powerful Dodge Dart engine, viewers will be inspired to drive like they’ve never driven before.
The spot airs on network and cable television, including primetime, late night, sports and entertainment programming. It will be voiced over in Spanish and will run on various networks including ESPN Deportes, Galavision, Telemundo and Univision.
‘Flash to the Future’ Dealer Commercial – In this 30-second spot, a man is in a dealership and is interested in the 2013 Dodge Charger. As he sits in it and checks out the interior, a poster catches his eye – it is artwork of a Challenger promoting the Dodge Event and “Fast & Furious 6.” Putting both hands on the steering wheel, he is instantly transported “into” the intense action of the new movie. He takes his hands off the wheel, and when the salesman comes and checks on him he quickly responds, “Awesome!” The spot ends with shot of the Charger, Challenger and Dart. The spot will air in local markets across the United States.
Dodge is utilizing Shazam to create an interactive mobile experience for consumers, including the opportunity to enter their name for a chance to win a new 2013 Dodge Dart. When viewing Dodge Fast & Furious 6 television commercials from May 13 – June 30, viewers who have the Shazam App on their mobile phones or tablets will be able to tag the ads for expanded content (when prompted), including viewing the Fast & Furious 6 movie trailer, getting information on the 2013 Dodge Dart, and entering the giveaway.
Additional elements of the partnership include:
New Dodge.com/Fast-Six Website – Fans can check out the www.Dodge.com/fast-six website to explore the muscle behind the movie and find out more about the Fast & Furious 6 good guys, bad guys and cars that also serve as characters in the movie. The site includes information about the Dodge Challenger, Dodge Charger, Dodge Dart, and vintage Dodge Daytona vehicles, as well as movie stills and “behind-the-rides” videos.
Fast & Furious 6 Gear – Fans can also sport new Fast & Furious 6 hats and t-shirts available at www.life.dodge.com.
Fast & Furious 6 Licensed Products – Dodge, SRT, Ram Truck and Jeep® brand vehicles will be featured in an Activision console game launching this spring. In addition, Dodge and SRT brand products will also be featured in scale vehicles, mobile and Facebook games from different manufacturers. Dodge has partnered with Cie Games , a leading social and mobile game developer, and its Car Town Facebook game on a special promotion with Fandango.com and Regal Theaters. When fans purchase tickets to “Fast & Furious 6” on Fandango.com for a showing at one of the more than 500 Regal Theaters nationwide, they will be entered into a contest to win Dom’s Dodge Charger SRT8 from the movie. The contest runs from May 3 – June 13, 2013. (Promo code expires July 1, 2013.)
No. 91 Fast & Furious SRT Viper GTS-R – Working closely with Universal Pictures leading up to the launch of “Fast & Furious 6,” the SRT brand created a No. 91 Fast & Furious SRT Viper GTS-R, which proudly wore logos from the film at the first two races of the season and will again at the May 11 American Le Mans Series (ALMS) Monterey event. At each of the three ALMS events so far in 2013, fans were given the opportunity to take photos with the actual Dodge Charger SRT8 seen in “Fast & Furious 6.”