The arrangement extends the Auburn Hills, Mich.-based automaker's deal with Six Flags for a year and puts the brand's products in three new parks for a total of 13 parks. It also makes Chrysler, Jeep and Dodge the "Official Vehicles of Six Flags Theme Parks."
The company, which says it gets 25 million guests per year, will have the vehicles in parks in New Jersey, California, Illinois, Kentucky, Texas, Georgia, Massachusetts, Maryland, Missouri and New York.
Michael Accavitti, the new president and CEO of Dodge Brand and Chrysler Group LLC marketing, said in a release that the partnership "reminds consumers that Chrysler is still producing a full portfolio of reliable vehicles that capture the imagination and inspire loyalty."
At each of the parks, Chrysler gets interactive vehicle displays, staffed by product specialists, and advertising through eVite communications and in-park messaging.
The Chrysler, Jeep and Dodge brands will also sponsor the Six Flags July Fourth celebration at all Six Flags parks over the holiday weekend. The sponsorship includes tickets for each participating dealer to use for in-dealership test-drives and vehicles to lead each park's parade.
Jeep, which figures prominently in the "Terminator Salvation" movie, is also sponsor of "Terminator Salvation: The Ride" roller coaster at Six Flags Magic Mountain in Los Angeles. The Jeep Wrangler used in the movie will be on display at the park.
Jodi Tinson, a Chrysler spokesperson, says the company will give nearby dealers tickets to the parks for promotional activity, and Chrysler will have signage at the parks, banner ads on Six Flags' Web site, advertising and vignettes featuring the vehicles on Six Flags' in-park television. As for vehicle presence at the park, "it won't be like an auto show," she tells Marketing Daily. "We'll have a few vehicles from each brand, probably together."
Tinson says last year was the first year of the deal, and that it is the only new experiential-marketing activity for Chrysler this year. "We are working out the new operational structure and future direction of the company," she says. "This was obviously started well before we went into bankruptcy; it was put on hold when we were in bankruptcy and when we came out on June 10, it was approved to move forward."
The new entity, Chrysler Group LLC, formed last month, comprises a global strategic alliance with Fiat Group. Six Flags, Inc. is the biggest theme park company in the world, and has 20 parks in North America.