More Firsts: Dodge to Put the ‘Real Brotherhood of Muscle’ in the Driver’s Seat of Its Newest National Advertising Campaign

1 year ago Press Room

In a first-of-its-kind muscle marketing campaign, Dodge is putting the “Real Brotherhood of Muscle” – its owners and fans, along with their Dodge vehicles – in the driver’s seat and the national spotlight. The national multimedia campaign, which runs across television and social media channels, launched today.

“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 brand chief executive officer – Stellantis. “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. Dodge is focused on content showing legal, safe, driving practices and discouraged owners from filming or posting anything dangerous, hazardous, illegal or harmful to the Dodge brand.

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.

In April of this year, Dodge also recognized one member of the Brotherhood of Muscle by naming Preston Patterson as the brand’s first-ever chief donut maker, and he has already begun his one-year reign as the brand’s No. 1 ambassador at racing events around the U.S.

The Dodge brand campaign is being developed in partnership with GSD&M. 

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