Dodge is putting its owners and fans with their Dodge vehicles in the national spotlight with its new multimedia marketing campaign. Dubbed the ‘Real Brotherhood of Muscle‘, the new campaign will run across television and social media channels.
“In a summer of firsts, we blazed a path across HWY 93 to celebrate this country’s iconic muscle car culture with our owners and fans,” said Tim Kuniskis, Dodge CEO. “Along the way, we saw the introduction of the Dodge Hornet, the brand’s first electrified performance vehicle, the game-changing Charger Daytona SRT electric muscle car concept, and are celebrating the Dodge Challenger and Charger with seven ‘Last Call’ special editions.
“Summer may be officially winding down, but we’re not done celebrating firsts just yet. I’ve said it before, this brand is about so much more than the cars we make, it’s about the people who drive them. And with over 13 million devoted fans and followers, and growing stronger every day, we wanted to acknowledge and thank our owners and fans by making them and their Dodge vehicles the face of our first-of-its-kind muscle national marketing campaign.”
Throughout this summer, Dodge encouraged the Brotherhood of Muscle to help the brand in its search by reposting and sharing their favorite content across their social media channels to bring awareness to their videos and photos through its HWY 93 campaign. Dodge enthusiasts needed to repost or share their content with the hashtag #ThatsMyDodge and #Ad across their social media channels to bring awareness to their content.
DodgeHWY93.com, which officially launched “The Real Brotherhood of Muscle” campaign, includes a curated list and interactive map of events, roadhouses, restaurants, rest stops, races, including the iconic Roadkill Nights on Woodward Avenue in Michigan, dragstrips, iconic/scenic drives, lodging, sporting events and other attractions that Dodge owners can use to build their ultimate summer roadmap.
Dodge went looking for content that shows off the unique culture of American muscle enthusiasts. And while donuts and burnouts on closed courses have become a signature of the brand, Dodge is digging much deeper, searching for content where owners show off not just their vehicles and modifications, but how they care for their HEMI® engines, HELLCATs, and Scat Packs, how they use them and even where they park their ride.
The new campaign was developed in partnership with Texas-based GSD&M.