With the launch of its Hunger Games-themed Dodge, Ram and Jeep commercials, Fiat Chrysler has officially begun its co-branded partnership Lionsgate Films, the makers of the upcoming Mockingjay – Part 2 Hunger Games movie.
The Hunger Games endorsement is the second co-branded partnership with a major film by Fiat Chrysler as of late, with the automaker also signing on with Lucasfilms for a Star Wars themed marketing campaign. Oliver Francois, chief marketing officer for Fiat Chrysler Global, said this new approach is the exact opposite of the ‘Tier 2’ ads that normally run at the end of the year and promote special offers or promotions.
“At FCA, we do not like to go traditional,” Francois said in a statement. “We challenge the status quo, so we also questioned the well-established tradition of the end-of-the-year Tier 2 commercial. Tier 2 communication nearly plays on the ‘why buys,’ the most rational part of the purchase process. It is almost never relevant and rarely branded.”
The tie-in with the Hunger Games may seem a bit misguided at first, but Francois maintains that this all a part of their “unexpected” approach to marketing.
“Our collaboration with ‘The Hunger Games’ and Lionsgate is a great example of what can be done that’s unexpected,” he said. “The association with such an anticipated and popular movie provides an exceptional relevance to our message. And the values shared with our three brands – the ‘rebellious’ Dodge, the ‘hard working’ Ram and the resilience of Chrysler – bring the branding element.”
The Hunger Games ad campaign will consist of four commercial spots: two for Dodge, one for Ram and one for Chrysler. We’ve embedded all four below, so check them out and get a sneak peak at some Hunger Games: Mockingjay – Part 2 clips before the film hits theatres on Novermber 20.