Fiat Chrysler’s latest movie marketing tie-in is with the new Batman v Superman: Dawn of Justice film, which opens nationwide in theaters on March 25th. This collaboration, which joins FCA’s other recent Hollywood partnerships with Zoolander 2 and Star Wars: The Force Awakens, will also include a Dawn of Justice Special Edition 2017 Jeep Renegade, allowing Batman and Superman fans to express their love for the series even when they are out on the road.
In addition to the special Jeep Renegade the Batman Vs. Superman marketing partnership will include branded television spots for Jeep and Dodge, social media extensions in order to create consumer engagement and product placement in the movie itself.
FCA’s Chief Marketing Officer, Olivier Francois, said the fact the movie was filmed in FCA’s own backyard in Detroit made it easy for them to provide the different vehicles needed for the film.
“Thanks to an extensive brand and product portfolio, we were able to address every automobile need for the movie including Jeep, Dodge, Chrysler, FIAT, Alfa Romeo and Maserati, and from our sister company CNH Industrial, Iveco heavy-duty commercial vehicles,” said Francois said. “With much of the film’s production taking place in our own backyard of Detroit, our ability to creatively collaborate with the WB team reached new heights. The product integration was so organic to the filmmakers’ vision and storyline, all we had to do was incorporate scenes from the movie for our commercials.”
The 2017 Dawn of Justice Special Edition Jeep Renegade, based on the 4×4 Renegade Latitude, differs from standard versions of the compact crossover through its new 18-inch Gloss Black wheels, Gloss Black exterior accents, Granite Crystal paint, two-tone Gloss Black roof and unique exterior. The cabin features black cloth seats, High Gloss black accents and ‘Metal Diamond’ color touch points.
The 2017 Dawn of Justice Special Edition Jeep Renegade will arrive at dealers later this month with prices starting at $26,250. Check it out in the exclusive Batman V Superman commercial above, which will also give you a sneak peek at the movie before it hits theaters next month.