LOS ANGELES: Dodge, which has been a part of the 'Fast & Furious' franchise since its inception, announced today a promotional partnership with Universal Pictures for 'The Fate of the Furious'.
The new movie with Vin Diesel and a returning all-star cast is have its theatrical release on April 14.
In support of the new movie US-carmaker Dodge, is launching a multi-tier marketing campaign, including television ads, social media and digital extensions, and licensed products.
The co-branded campaign promotes the blockbuster Fast & Furious franchise and Dodge / SRT (Street & Racing Technology), the mainstream and ultimate performance brands of FCA US.
Dodge and SRT Chargers and Challengers, the world’s fastest and most powerful muscle cars, are prominently featured in the upcoming movie.
“Fast Dodge cars, adrenaline-filled action and family have fuelled the Fast & Furious franchise from the beginning,” said Dodge, SRT, Chrysler and FIAT, FCA-North America head of passenger car brands Tim Kuniskis.
“For more than 15 years, the Fast & Furious series has showcased some of the world’s most iconic and significant performance vehicles, and The Fate of the Furious will continue this tradition.”
“The Fast & Furious franchise provides a natural extension for showcasing Dodge’s most powerful performance vehicles to movie and car enthusiasts everywhere,” said FCA - Global chief marketing officer Olivier Francois.
“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,” he added.
“The world of Fast & Furious is inextricably linked to our partners at Dodge,” said Universal Pictures executive vice president of global franchise management and brand strategy David O’Connor.
“Time and again, they have proven their commitment to ensuring that the cars are just as beloved characters as the family members who form the heart of the series,” he concluded.
