With Furious 7 about to hit movie theaters on April 3, Dodge is riding the wave of publicity to spread positive messages about its evolving lineup of performance vehicles. The company is teaming up with Universal Pictures and Atlantic Records for joint promotional activities that involve multiple commercials, Dodge cars in music videos from the movie’s soundtrack, and more.
The partnership makes sense, considering that Dodge has been a constant in the Furious movie franchise. It was the Charger in the first movie that starred in the most iconic scene, and since then it and other Dodges have had starring roles. In Furious 7 Dominic (Vin Diesel’s character) drives a Candy Red 2015 Dodge Charger. Letty Ortiz (Michelle Rodrigues) drives a Sublime Green and Black 2015 Dodge Challenger R/T. Tej Parker (Chris “Ludacris” Bridges) gets in on the action behind the wheel of another Fiat Chrysler Automobiles model, an armored 2015 Jeep Wrangler. Fiat Chrysler says it supplied almost 30 vehicles for the making of the movie, giving it great product placement.
As part of the new marketing campaign, Dodge has set up a new website that is all about Furious 7. People who visit it can learn more about the cars and the different characters in the movie. Fans can also see pictures from the movie, which undoubtedly will spread through social media like wildfire.
Whether you love or hate the Furious movies, there’s no denying the market forces that have made the franchise wildly popular worldwide. Dodge is smart to be leveraging such a relationship, especially considering that Fiat Chrysler has positioned it as the company’s performance brand. Fans will associate vehicles like the Charger and Challenger with some insane stunts and an image they could idealize for years to come.