• by Tanya Gazdik , April 22, 2020

Fiat Chrysler Automobiles’ Dodge brand is encouraging enthusiasts to submit stories and photos of their heroes who work on the frontlines of the pandemic crisis.

Dodge will select the most compelling stories and photos with #TheMuscleBehindUs hashtag for a social series.

Two new 30-second videos, "Strength" and "Horsepower" from GSD&M recognizing these essential workers, including paramedics, police, firefighters, doctors, nurses, grocery workers, utility workers and freight drivers, can be viewed on the brand's social media channels: Facebook, Twitter, Instagram and YouTube as well as DodgeGarage.com.

To bring together and keep the brand’s social media following of more than 11 million enthusiasts entertained when at home, Dodge is offering social content, including “Hide the Hellcat,” hiding the Hellcat logo in posts across its social media channels. 

The brand will also launch weekly “How Much Horsepower” quizzes in May, where fans will be asked to guess how much horsepower they see in the videos posted across the brand’s social media channels for a chance to become eligible to win prizes and merchandise.

More content will roll out across Dodge social media channels from April through August, including “Horsepower from Home,” featuring some of Dodge//SRT’s lead exterior and interior designers and engineers live from their home garages.

Meanwhile, Subaru of America has launched a TV spot detailing its donation of 50 million meals to Feeding America. “Never Been More True,” created by AOR Carmichael Lynch, is part of Subaru Loves to Help, an ongoing commitment to local communities through the Subaru Love Promise.

The automaker will focus its national TV buy on this effort from April 22 to May 17, says Jack Kelly, integrated media manager, marketing, Subaru of America, Inc.

"Due to the dynamic nature of our digital and social media strategy, we are going to tailor our media buy to ensure it can maximize our Feed America message, while we continue to communicate all the elements the Subaru brand has to offer," Kelly tells Marketing Daily.

Hyundai Motor America is also launching creative focused on the brand's donations through its Hyundai Hope On Wheels program. The spot, from AOR Innocean, has been running nationally and is about a fourth of the overall media plan. It’s slated to continue throughout May in relevant programming. Another new Hyundai spot focuses on remote buying and the automaker’s program of no payments for four months.