Dodge and Universal Pictures have teamed up to have the automaker’s vehicles star in the next instalment of ‘The Fast and The Furious’ movies series entitled ‘The Fate of the Furious’.
The partnership will see Dodge vehicles, including the 2018 Dodge Challenger SRT Demon, star in the new film and will also include a multitier marketing campaign with television ads, social media and digital ads and licensed products. Fiat Chrysler says Dodge and SRT vehicles “are prominently featured in the upcoming movie.”
“The Fast & Furious franchise provides a natural extension for showcasing Dodge’s most powerful performance vehicles to movie and car enthusiasts everywhere,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “The best co-branded promotional spots are those in which the world of the Fast & Furious films and our world merge perfectly to create a unique piece of creative that resonates and connects with The Fate of the Furious and Dodge fans alike.”
The first television ad in the campaign, entitled ‘Muscle Heaven’ stars Ludacris and Michelle Rodriguez and prominently features the Dodge Challenger, Charger and Viper. If you look closely, you can even see a Dodge Journey lurking in the background of the spot. We feel for the Fate of the Furious cast member that got stuck with that.
In addition to television and social media ads, the partnership will include a variety of licensed Dodge and Fate of the Furious themed goods such as scale car models and smaller diecast cars. There will also be a Dodge and Fate of the Furious themed mobile game called ‘Racing Rivals’ developed by Glu Mobile.
The Fate of the Furious will hit theatres on April 14th – just a day after the debut of the 2018 Challenger SRT Demon in New York City. For now, check out the ‘Muscle Heaven’ spot emebedded above.