Dodge Jumps on Coattails of Fast & Furious 6 | Edmunds

Dodge Jumps on Coattails of Fast & Furious 6

Just the Facts:
  • Dodge and SRT have announced a partnership with Universal Pictures for the Fast & Furious 6 movie.
  • Commercials, games, social media content and merchandise will be part of the marketing effort.
  • Fast & Furious 6 hits theaters on May 24.

AUBURN HILLS, Michigan — Dodge and SRT brands have announced their partnership with Universal Pictures for the highly anticipated and hyped Fast & Furious 6 movie.

In other words, what Audi is to Iron Man 3, Dodge hopes to be in what should be another Fast & Furious blockbuster.

Dodge and SRT are taking a multipronged marketing approach by launching local and multicultural advertisements as well as events, games, social media content and merchandise that plug the film and give the brands exposure.

The main event will be the "hero car" 2012 Dodge Challenger SRT8 that Vin Diesel's character Dominic Toretto drives in the film. Toretto also gets behind the wheel of a 2012 Dodge Charger SRT8 and a classic 1969 Dodge Daytona. The production squad used 10 2012 Dodge Charger SRT8s in filming.

Dodge has created three new television commercials to promote the movie. The national commercial is called "How to Make Your Car Fast and Furious" and combines a 2013 Dodge Dart with film footage. That spot continues the "How to" advertising theme with the fast-moving montages and will run on network and cable TV channels.

A dealer spot called "Flash to the Future" is also part of the marketing scheme and features a man interested in a 2013 Dodge Charger who gets transported directly into the action of the new movie when he takes hold of the steering wheel.

Fans get the chance to win a 2013 Dodge Dart if they tag the Dodge Fast & Furious 6 television commercials for expanded content on their Shazam mobile app between May 13 and June 30. The Detroit automaker is giving away Toretto's 2012 Dodge Charger SRT8 from the movie as well. Those interested in the giveaway contest must purchase Fast 6 movie tickets on Fandango for a showing at one of the 500 nationwide Regal Theaters. That contest runs from May 3 to June 13.

The two brands round out their marketing efforts with a Web site, Fast gear and a special No. 91 Fast & Furious SRT Viper GTS-R that will be featured alongside one of the 2012 Dodge Charger SRT8s at the American Le Mans Series Monterey event on May 11.

Fast & Furious 6 drives into theaters on May 24.

Edmunds says: Dodge and SRT have the Fast promotion covered from all angles.

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