This summer, Dodge made an appeal to its fan base. It asked what it calls the “Brotherhood of Muscle” to share content from their Dodge vehicles and is now showing those pieces of content in its latest national ad campaign.
The automaker today released the 60-second video “The Real Brotherhood of Muscle,” which will be featured on TV and through its social media channels. It features photos of owners taking care of their cars, showing off modifications and, of course, doing donuts.
“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,” said Tim Kuniskis, the CEO of the Dodge brand. “And with more than 13 million devoted fans and followers growing stronger every day, we wanted to recognize and thank our owners and fans by making them and their Dodge vehicles the face of our first of its kind, powerful national marketing campaign. ”
Dodge made an appeal to its fans this summer during its HWY 93 campaign, in which the automaker “paved a path across HWY 93 to celebrate this country’s iconic muscle car culture.” As part of the campaign, the brand unveiled the Dodge Hornet, Charger Daytona SRT and Challenger/Charger Last Call editions.
Along the way, Dodge asked enthusiasts to help it find great social media content by reposting or sharing their videos using the #ThatsMyDodge and #ad hashtags. The brand says it was looking for content that “shows off the unique culture of American muscle enthusiasts.”
This meant that it was happy to receive videos of donuts and burnouts (shot on a closed track), but also wanted to see content showing how people modify their vehicles, how they take care of their engines, how they use their cars. use, and even where they park them.
Launched as part of Dodge’s “Never Lift” campaign, Dodge calls this a “first of its kind muscle marketing campaign” that puts its fans “in the driver’s seat.”
