Dodge is once again partnering with that id, continuing what might be one of the most successful product placement partnerships in film history. This time Dodge is hoping to rub some Furious id off on its Dart and Challenger models. And it might. But Fast and Furious will always be about the Charger.
For Fast and Furious 6, Dodge has announced "co-branded national, local and multicultural advertising campaigns—events, gaming, social media and merchandising." This will include national TV campaigns as well as tie-ins such as in-game promotions in the game Car Town which allow users to unlock a 2013 Dodge Charger SRT8. The film will also feature Dodge's new Charger and Challenger models as well as a classic Daytona. Licensed products will also be part of Dodge's most expansive Fast and Furious partnership to date. And why not? The movie franchise could be credited as much as anything else with the successful relaunch of the moribund Charger model.
Today, it's hard to remember that the Charger was literally dead for 20 years after 1987 and that it hasn't been a car associated with toughness or muscle since the late 1970s. Young Charger fans today should probably count themselves lucky to have missed the 1980s Charger, a compact, front wheel drive hatchback, including the special edition Dodge Shelby Charger, which boasted a whopping 105 horsepower engine. (The latest 2013 Charger comes standard at 300 hp.)
Courtesy of BrandChannel.
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