Dodge sets course for “HWY 93”, gears up to launch “The Real Brotherhood of Muscle” campaign – Image Courtesy: Stellantis
Dodge is charting a course this summer along HWY 93 for its enthusiasts and owners, interweaving 93 Dodge-inspired locations and events across the US – one for each summer day. Dodge makes an extensive list of places that embody the exciting, authentic spirit of Dodge. The Dodge HWY 93 campaign officially launched on June 22 and will run through September 22, 2022.
“HWY 93 is more than just a highway, it’s a mindset; one that spans all 93 days between June and September, taking in the coolest events and hottest venues in America,” said Tim Kuniskis, Chief Executive Officer of Dodge – Stellantis. “Summer is the best time of the year for Dodge, the is when the shackles of winter are loosened and drivers are free to make the most of the longest days of the year And Dodge, with the Brotherhood of Muscle, is going to blaze a trail across the United States that leaves no roadhouse, rest stop or drag strip untouched leave.
“And with more than 13 million – and growing – dedicated fans on our social media channels, Dodge has the most active and engaged muscle car following in the automotive industry, and their passion and enthusiasm for the brand are virtually impossible to capture on our own. recreate,” Kuniskis added. “So we’re going to collect user-generated content from our biggest fans, including the 93 Days, and put our Real Brotherhood of Muscle at the helm of the Dodge brand’s next national campaign.”
Interested fans can visit DodgeHWY93.com to start their summer course. As Dodge enthusiasts make their way across America, they can also submit their own recommendations and content for locations to be added to HWY 93 throughout the summer using #DodgeHWY93. Selected user content will also be featured on the Dodge HWY 93 website. To earn a spot on the list, each venue and event must feel like a truly unique Dodge experience. Forget mainstream or casual, Dodge focuses only on the most exciting events and unique attractions for summer travelers to enjoy.
The campaign includes social media, TV and digital content throughout the summer. For Dodge owners to create the perfect summer itinerary, DodgeHWY93.com provides a curated list and interactive map of events, roadhouses, restaurants, rest areas, races (including the legendary Roadkill Nights on Michigan’s Woodward Avenue), drag strips , accommodation, iconic/scenic drives, sporting events and other attractions.
After the 93 days of summer are over, Dodge will release its new national advertising campaign, “The Real Brotherhood of Muscle,” featuring the real stars of Dodge. Dodge will search various social media platforms, including Facebook, YouTube, Instagram and TikTok, to find the most daring video content from Dodge enthusiasts to include in the campaign, which will run across various social media and television channels.
To promote their material on social media, Dodge enthusiasts should post or share their content using the hashtags #ThatsMyDodge and #ad. Dodge encourages owners not to film or share anything that could be considered dangerous, illegal or harmful to the Dodge brand. Dodge focuses on content that demonstrates legal, safe driving habits.
Dodge is looking for content that showcases the uniqueness of American muscle culture. And while closed-course burnouts and donuts have become a staple of the brand, Dodge will be looking much further afield, seeking content that not only shows off enthusiasts’ vehicles and modifications, but how they worked for their HEMI®, Hellcat or Scat Pack, how they use them and even where they park their vehicles.
The Michigan Doner agency is partnering with the Dodge brand to develop the HWY 93 campaign. Along with Austin-based GSD&M, the Real Brotherhood of Muscle campaign is coming soon.
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Terry is an avid Nascar fan who grew up attending races at Charlotte Motor Speedway in Concord, North Carolina, just down the road from his hometown of China Grove, NC. Terry currently lives in Wellington and has been writing for 15 years. In his spare time, he also enjoys watching the cartoon Road Runner Looney Tunes with his two sons.