Motown Meets Tinseltown
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by Chief Marketer Staff
Hollywood Universal Studios has signed a massive marketing deal with the Dodge division of DaimlerChrysler that is being touted as one of the largest ever between Detroit and Hollywood. The agreement makes the Auburn Hills, MI-based car maker the exclusive automotive partner for Universal theme parks and other properties, and gives it first-look rights for select movie tie-ins. Terms were not disclosed.
One of the first major collaborations between the two companies will be a marketing campaign to launch Universal’s Islands of Adventure theme park in Orlando, FL, which is scheduled to open this summer. The effort will include inviting Dodge Caravan owners to a sneak preview of the park in June.
