Fiat Chrysler Automobiles is creating a social media campaign for its Dodge brand to celebrate the performance enthusiasts who continue to grow “The Brotherhood of Muscle.”
Dodge devotees are being asked to share their videos and photos for a new social series called #TheMuscleBehindUs. It will tell stories about what fuels the brand’s passionate performance enthusiasts, and what it means to be a part of the Dodge//SRT family.
With fan engagement at an all-time high, Dodge//SRT now has more than 11 million followers across all of its social channels and more than 5 million followers on Instagram alone, according to the automaker.
In 2019, Charger had its best sales year since 2013, with 96,935 units sold. The brand had its best six-month sales in muscle car history in the last half of 2019.
In February, Dodge launched the “House of Power” campaign featuring the Dodge Challenger SRT Hellcat Widebody, the Dodge Charger SRT Hellcat Widebody and the Dodge Durango SRT, along with footage from the upcoming action thriller "F9," the ninth chapter in Universal Pictures’ “Fast Saga.”
The campaign includes a 30-second TV spot from The Richards Group, in addition to the 60-second version with film footage of Vin Diesel, John Cena and Michelle Rodriguez that extends to the brand’s digital and social media channels. It is narrated by Diesel and set against AC/DC’s “Hell’s Bells.”