Dodge Rocks, Rolls | Adweek
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Dodge Rocks, Rolls

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Chrysler Group's Dodge brand is leveraging its relationship with the band Aerosmith through a summer-long promotion. The campaign includes a sweepstakes in which the winner gets a private Aerosmith concert for 500 friends.

The promotion plays up the band as "The legends of rock" and Dodge as "The legends of roll."

Members of the group will appear in a 60-second Dodge spot, which will be shown only in movie theaters and at Dodge.com starting May 24. It will run through June 28. Print work is also planned.

The commercial invites viewers to visit Dodge.com to enter the sweepstakes, which runs through July 19. It may end up on TV eventually, she said.

The spot was created by PentaMark Worldwide, Troy, Mich., which handles creative and media for the Chrysler Group. It includes concert footage and background on the history of Dodge and Aerosmith, as well as a photo shoot that shows band members sitting on different Dodge vehicles.

"It helps explain the partnership a little bit in a very creative way," said Julie Roehm, director of Dodge Marketing Communications. "It's about two brands that have stood the test of time."

This campaign is Aerosmith's first advertising appearance. The car maker signed a marketing deal with the band in July 2001, which included tour sponsorship and rights to their music in Dodge spots. Chrysler has declined to reveal financial aspects of the deal.

The automaker spends a total of about $800 million annually on measured media advertising for Dodge, according to CMR.