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Dodge, SRT, and FF6

by David Zatz on


Dodge and SRT have announced a partnership with Universal Pictures on the upcoming film Fast & Furious 6, opening on May 24. The “hero vehicle,” a 2012 Dodge Challenger SRT8, is driven by Dominic Toretto in chase scenes throughout the movie; Toretto also drives a 2012 Dodge Charger SRT8 and a vintage 1969 Dodge Daytona. The production used ten Dodge Charger SRT8 cars powered by their stock engines.

Dodge created three new television commercials to promote Fast & Furious 6, with clips interspersed with new car footage. The first advertisements began running Sunday, May 5.

The ‘How to Make Your Car Fast and Furious’ National TV Commercial the 2013 Dodge Dart “How to” advertising theme; this time “infusing” the Dodge Dart with FF6 footage. The spot airs on network and cable television, including primetime, late night, sports and entertainment programming. It will be voiced over in Spanish and will run on various networks including ESPN Deportes, Galavision, Telemundo and Univision.

‘Flash to the Future’ Dealer Commercial: a man is in a dealership and is interested in the 2013 Dodge Charger. As he sits in it and checks out the interior, he sees artwork of a Challenger promoting the Dodge Event and ‘Fast & Furious 6.’ Putting both hands on the steering wheel, he is instantly transported “into” the movie.  The spot will air in local markets across the United States.

Dodge is using Shazam to create an interactive mobile experience for consumers, with a chance to win a new 2013 Dodge Dart. When viewing Dodge FF6 commercials from May 13 – June 30, viewers who have the Shazam App on their mobile phones or tablets will be able to tag the ads for expanded content (when prompted), including viewing the trailer and entering the giveaway.

Additional elements of the partnership include a new website to explore the muscle behind the movie and the characters. The site includes information about the Dodge Challenger, Dodge Charger, Dodge Dart and vintage Dodge Daytona vehicles, movie stills, and “behind-the-rides” videos.

‘Fast & Furious 6’ Gear is available at Dodge SRT, Ram, and Jeep® vehicles will be in an Activision console game launching this spring. Dodge and SRT brand products will also be featured in scale vehicles, mobile and Facebook games from different manufacturers. Dodge has partnered with Cie Games, a leading social and mobile game developer, and its Car Town Facebook game on a contest/promotion with and Regal Theaters. The contest runs from May 3 – June 13, 2013. (Promo code expires July 1, 2013.)

No. 91 Fast & Furious SRT Viper GTS-R – Working with Universal Pictures, SRT created a No. 91 Fast & Furious SRT Viper GTS-R, which wore logos from the film at the first two races of the season and will again at the May 11 American Le Mans Series (ALMS) Monterey event.

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