Dodge Parks its 2007 Calibers in Cinemas
Hoping to attract moviegoers to its 2007 Dodge Caliber, Chrysler’s Dodge brand is heading to 20 movie theaters where it will break 60-second spots on the big screen complimented by a host of promotions.
Customers who buy tickets receive promotional brochure from Dodge and see a display of vehicles set up in theater lobbies. In-theater banners, standees, static clings and signage support. The Auburn Hills, MI-based automaker teamed up with in-cinema promotions company Screenvision in New York City for the initiative.
“Screenvision offers us the ability to create a tailor-made message for the young, desirable audiences that not only frequents the movies, but also are target buyers for our new Dodge Caliber,” said Mark Spencer, Dodge spokesperson, in a statement. “With such a powerful and targeted medium at our disposal, we felt it was important to make a creative spot just for in-cinema as part of the overall Dodge Caliber marketing campaign.”
The Dodge Caliber spot is entitled “Too Tough” and is similar to the brand’s TV ad where a fairy tries everything to stop a Dodge Caliber in its tracks as it drives through city streets.
In a separate venture, the Army National Guard has launched a five-month campaign to reach audiences at 802 cinemas across the U.S. Moviegoers will view 30-second and 120-second Army National Guard spots that run through Sept. 7. A national slide-advertising campaign will run through Aug. 31. In addition, 16 million box office handouts offering a free music download from iTunes will be distributed to consumers during the campaign. Screenvision and Arlington, VA-based LM&O Advertising handles.
