Dodge is enlisting TikTok and Instagram influencers to spread the word about its new Hornet compact utility vehicle.
Some of the influencers appear in the final broadcast spot and social media content. The 90-second “Swarming the Nation” video debuts on brand’s social media channels today, while 30-second teasers lead to the campaign’s full video reveal and 15-second teasers are running across the Dodge brand’s social media channels.
The spot takes viewers on a flight through city streets as word of the arrival of an “engineered hornet” stirs up excitement along with some panic.
The campaign was developed by the Dodge brand in partnership with GSD&M.
The Dodge Hornet R/T performance hybrid is the first electrified performance vehicle from Dodge. With 288 horsepower and 383 lb.-ft. of torque, it can reach 0-60 in 5.6 seconds.
Another version of the vehicle, the Dodge Hornet GT, debuts as what the automaker claims is the segment’s most powerful gas engine with 268 horsepower and 295 lb.-ft. of torque. The Stellantis brand calls it the fastest utility vehicle with a starting MSRP under $30,000.
The campaign celebrates the brand’s first electrified vehicle, says Marissa Hunter, senior vice president of marketing, Stellantis North America.
It aims to “capture the excitement and curiosity of our audiences through a provocative and impactful approach, consistent with what our 'Brotherhood of Muscle' has come to expect from us,” Hunter says in a release.