Few things unite people like cars do, and muscle cars have always been seen as a brotherhood more sacred than anything the JDM fraternity or supercar scene can muster. The time of the traditional muscle car is running out, with many manufacturers switching over to EVs, and one of the biggest muscle brands, Dodge, is doing the same, but before it goes fully electric, the company has been launching numerous special editions of fan favorites such as the Dodge Charger and Challenger. Now, as orders for these modern muscle machines draw to an end, the company is getting ready to launch a very special ad campaign called "Real Brotherhood Of Muscle," and it sounds like something out of an episode of Mad Men.
The new national multimedia campaign will run across television and social media channels and is truly a first of its kind: it will use content generated directly by its fans, owners, and other enthusiasts, effectively placing their cars in the national spotlight.
"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. 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," said Tim Kuniskis, Dodge brand chief executive officer, Stellantis.
Throughout the past summer, Dodge launched a massive search for great user-generated content across social media platforms via its HWY 93 campaign. This campaign urged fans to repost or share their content with the hashtag #ThatsMyDodge. The content obviously had to be of the legal kind, so no street racing, illegal burnouts, or takeovers. The HWY 93 campaign was also an interactive attempt to get fans together by launching interactive maps showing events, roadhouses, restaurants, rest stops, and races. The Roadkill Nights events on Woodward Avenue in Michigan also featured heavily. The campaign even went as far as to name long-time Dodge fan Preston Patterson as the brand's first-ever Chief Donut Maker.
"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," Kuniskis concluded. This is one clever way to bring fans together and save big bucks on shooting proper ads. Clever one Dodge.