Dodge has been one of the major product placement partners in The Fast and The Furious franchise. Heck, the and poster car of the series has been the classic Dodge Charger from the very first instalment. Dodge’s partnership with the thriving franchise has grown larger with each episode and that’s why we get to see a lot of new-generation Dodge Chargers in these movies. The eighth chapter is scheduled to reach us in a month and Dodge has shifted gears to emphasize its association with the multi-billion dollar action franchise built on speed.
A promo video named “Muscle Heaven” has surfaced which takes scenes from the movie long with promo footage, which is then sewn together to form a convincing sequence, that is set in the world of the Fast and the Furious. This is very much in line with what FCA Chief Marketing Officer, Olivier Francois said.
“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.”
Dodge’s alliance with Universal Pictures will include TV ads, social media and online campaigns as well as licensed products. The massive tie-in marketing will also be promoting both Dodge and their performance wing – SRT. The Dodge Challenger will be taking up the space which was previously occupied by the Dodge Charger in the recent chapters as the go-to car for the team’s high-octane missions. The defining action sequence in the movie where Dom switches sides is also loaded with a pack of growling Dodge Challengers. It is being said that the upcoming Dodge Challenger SRT Demon is a part of the action too.
Directed by F. Gary Gray and starring Vin Diesel, Dwayne “The Rock” Johnson, Charlize Theron, Michelle Rodriguez, Tyrese Gibson, Chris “Ludacris” Bridges, Lucas Black, Kurt Russell, Helen Mirren, Scott Eastwood and Jason Statham, The Fate of the Furious will release on April 14, 2017.