The marketing campaign is part of a new partnership between the FCA US and Warner Bros.
The upcoming Batman v Superman: Dawn of Justice will be part of a one of a kind brand partnership. FCA US has decided to launch collaboration with Warner Bros. Pictures. The collaboration will see Jeep and Dodge brands featuring Batman v Superman: Dawn of Justice ads.
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The highly anticipated Batman v Superman film opens in theaters on March 25, 2016. Warner Bros will allow the film to feature the bands as part of marketing campaigns.
The promotional partnership with Warner Bros. Pictures’ will launch Jeep and Dodge commercials using hero scenes from the film. Jeep brand has also introduced an all-new 2016 Jeep Renegade Dawn of Justice Special Edition. The car will now be available in dealerships across the country.
The one-of-kind co-branded partnership will feature branded television spots. Additionally social and digital extensions will be created to treat consumer engagements.
Olivier Francois is the Chief Marketing Officer at FCA Global. According to Francois, their ability to creatively collaborate with the WB team reached new heights. The collaboration with FCA was organic to the filmmakers' vision and storyline. All the Jeep and Dodge ads did was incorporate scenes from the movie.
“Thanks to an extensive brand and product portfolio, we were able to address every automobile need for the movie including Jeep, Dodge, Chrysler, FIAT, Alfa Romeo and Maserati, and from our sister company CNH Industrial, Iveco heavy-duty commercial vehicles,” said Olivier Francois.
“With much of the film’s production taking place in our own backyard of Detroit, our ability to creatively collaborate with the WB team reached new heights. The product integration was so organic to the filmmakers' vision and storyline, all we had to do was incorporate scenes from the movie for our commercials.”
The partnership allows FCA to expose the Jeep Renegade to its best-in-class capability. The vast audience anticipating the film gives a unique opportunity for advertisement.
“Our partnership with Warner Bros. and the highly anticipated Batman v Superman: Dawn of Justice film allows us to expose the Jeep Renegade and its best-in-class capability to an incredibly vast audience,” said Mike Manley, Head of Jeep Brand – FCA Global.
“The new Jeep Renegade Dawn of Justice Special Edition boasts a unique, dark appearance package for the most capable small SUV that we’re confident consumers – including millions of moviegoers – will love.”
The FCA group also stated their new Jeep Renegade Dawn of Justice Special Edition has a unique and dark appearance package. FCA believes the millions of moviegoers will love the new blend of the film and Jeep vehicle.
The advertising campaign of Jeep, Dodge brands and Warner Bros. Pictures launched on Monday, February 22. This campaign starts with Jeep brand's 30-second commercial “Into the Storm” across television and online. This ad shows footage from Batman v Superman: Dawn of Justice of Bruce Wayne (Ben Affleck) behind the wheel of the Jeep Renegade. Watch the ad below:
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Meanwhile, the Jeep Renegade Dawn of Justice Special Edition will arrive at dealer showrooms later this month. This special edition will be available for a U.S. Manufacturer’s Suggested Retail Price (MSRP) of $26,250 (not including destination).