Dodge Gets Ready For Massive Changes
Let summer begin with a 93-day course across the United States on the open road for enthusiasts and owners of Dodge vehicles thanks to DodgeHWY93.com! Dodge will be setting its course along Highway 39, connecting 93 Dodge-inspired events and locations across the States for its owners and enthusiasts every day this summer. Dodge has made its choice in stops for the road trip in locations that fully embody the daring and authentic spirit of Dodge. The campaign officially launched on June 22nd (2022) and will run through September 22nd, 2022.
The HWY 93 Campaign
When it came to making the decision about the highway that the road trip will take place on, Tim Kuniskis, Dodge brand chief executive officer – Stellantis had this to say: “HWY 93 is more than just a highway, it’s a mindset; one that stretches across all 93 days between June and September, past the coolest events and hottest locations in America. Summer is the best time of year for Dodge, it’s when the shackles of winter come off, and drivers are free to get the absolute most out of the longest days of the year. And Dodge, with the Brotherhood of Muscle, is going to blaze a path across the United States that leaves no roadhouse, rest stop or drag strip unturned.”
The HWY 93 campaign will further include social media and digital content, as well as televised content that will run throughout the entire summer. The DodgeHWY93.com website will include a completely personalized list and an interactive map of events, roadhouses, rest stops, restaurants, races, and will even include the iconic Roadkill Nights on Woodward Avenue in Michigan. It will also feature dragstrips, iconic/scenic drives, sporting events, lodging, and other phenomenal attractions that Dodge owners can use to curate their own unique summer road map!
The Brotherhood of Muscle Campaign
Following the 93-day Summer road trip will be Dodge’s next national campaign, the Real Brotherhood of Muscle, which will allow American muscle enthusiasts to post or share their favorite content (under the hashtag #ThatsMyDodge and #ad) across social media to aid the brand in their search for content to integrate into the campaign! Dodge wants to see content where owners show off their vehicles, how they use them, where they park their rides, any modifications, and more importantly; how they care for their HEMI, Hellcat, or Scat Packs. The HWY 93 campaign was created in partnership with the Doner agency in Michigan and the Real Brotherhood of Muscle campaign was developed in partnership with Austin-based GSD&M.
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