This summer, Dodge put out a call to its fan base. It asked what it calls the “Brotherhood of Muscle” to share content of their Dodge vehicles and is now featuring those pieces of content in its latest national ad campaign.
The automaker released the “The Real Brotherhood of Muscle” 60-second video today, which will run on TV and across its social media channels. It features shots of owners caring for 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 Dodge brand’s CEO. “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.”
Dodge put out the call to its fan base this summer during the HWY 93 campaign, in which the automaker “blazed 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, the Charger Daytona SRT, and Challenger/Charger Last Call editions.
Along the way, Dodge asked enthusiasts to help it find great social media content by either 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, while it was happy to receive videos of donuts and burnouts (shot on a closed course), it also wanted to see content showing off how people modify their vehicles, how they care for their engines, how they use their cars, 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.”