Dodge, the all American automotive brand, has partnered up with Universal pictures on an integrated marketing campaign alongside Fast Five, the fifth installment in the long-running Fast & the Furious movie franchise.
Once again 2010 and 2011 Dodge Charger vehicles will have prominent placement throughout the movie, and feature as the ‘hero vehicle’ alongside the film’s main protagonist, Dom Toretto.
“We’re happy that Dodge has leveraged this organic integration to become the largest promotional partner the film franchise has ever seen. It is a natural fit between one of the great American car companies and the latest chapter in the best driving/action film series of all time,” said Universal Partnerships and Licensing President Stephanie Sperber.
Dodge will sponsor the global premiere of the movie in Rio de Janeiro, streaming the red carpet event live across 10 global territories. However, it is the additional activations outside of the movie itself that are the most interesting.
There is the requisite sweepstakes element, enabling the public at large to win one of five custom Fast Five 2011 Dodge Chargers – an initiative that gives participants additional comp entries if they Tweet about their involvement, fuelling social media traction for the brand.
There’s also a major tie in with this year’s NASCAR race season, where a Fast 5 emblazoned Dodge charger will tear round the tracks at the Texas Motor Speedway, Talladega Superspeedway and Richmond International Raceway.
These various campaign elements all have their merits, but it is the accompanying TV commercial that cements the relationship between the brand and entertainment. Under the tag line ‘Car Chases Make Movies Better’ Dodge showcases an unlikely pairing of Mad Max style driving across a wilderness plain with an Elizabethan style mother and daughter - plucked straight from a Merchant-Ivory period drama - behind the wheel.
Using the overt Englishness of the period drama, and juxtaposing it with the hard-hitting action of the Hollywood blockbuster is a nice touch, and one that leverages interest in the vehicle beyond its predominantly male audience. Hopefully driving increased female footfall into both cinema seats and showrooms.