Dodges new and old in Fast & Furious 6
The partnership supports Universal's latest installment in the Fast & Furious franchise with multitier marketing initiatives, including co-branded national, local and multicultural advertising campaigns, events, gaming, social media and merchandising.
Chrysler's SRT (Street and Racing Technology) brand supplied a 2012 Dodge Challenger SRT8 as the hero vehicle driven by Vin Diesel's Dominic Toretto character, with the blacked-out Challenger featured in various chase scenes throughout the movie.
Other Chryslers to feature in Fast & Furious 6 include a 2012 Dodge Charger SRT8 and a vintage 1969 Dodge Daytona. All up, the production of Fast & Furious 6 saw ten Dodge Charger SRT8 vehicles (powered by stock 6.4-litre HEMI V8s) used.
"Dodge has been at the heart of the Fast & Furious franchise since the beginning and we are proud to be part of 'Fast & Furious 6,'" said Tim Kuniskis, President and CEO - Dodge Brand, Chrysler Group LLC.
"Like 'Fast & Furious 6,' Dodge fuels the passions of the automotive enthusiast. Our innovative vehicles stand apart in performance and style, providing our customers with a way to express who they are and what they can do in the world."
"Dodge continues to be as much a part of the Fast & Furious franchise as our all-star cast who have the opportunity to sit behind the wheels of the Dodge Charger, Challenger and Daytona," said Stephanie Sperber, President, Universal Partnerships and Licensing.
"We're thrilled to showcase this partnership on screen, especially with the action-packed sequences involving Dodge vehicles, in what has become one of the most successful franchises in Universal's history."
Dodge created three new television commercials for the US market to promote 'Fast & Furious 6,' including national, dealer and multicultural spots. All ads feature clips from the movie interspersed with new vehicle footage.
Additionally, Dodge has released a range of Fast & Furious 6 clothing, licensed products, including scale model vehicles, mobile and facebook games, and an upcoming console game. Dodge has also created a special website - www.Dodge.com/fast-six - where fans can find out more about the 'Fast & Furious 6' good guys, bad guys and cars that also serve as characters in the movie. The site includes information about the Dodge Challenger, Dodge Charger, Dodge Dart and vintage Dodge Daytona vehicles, as well as movie stills and "behind-the-rides" videos.
Images: Chrysler Group LLC
