Chrysler's Dodge brand is going to the movies to promote its new 2007 Caliber model. The automaker will run new 60-second cinema ads in theaters and distribute promotional brochures to ticket buyers
as part of the initiative. The effort also includes vehicles parked in theater lobbies, in-theater banners, standees, static clings and signage support. Promotions company Screenvision is handling
the project for Dodge. "Screenvision offers us the ability to create a tailor-made message for the young, desirable audiences that not only frequents the movies, but also are target buyers for our new
Dodge Caliber," said Dodge spokesperson Mark Spencer. "With such a powerful and targeted medium at our disposal, we felt it was important to make a creative spot just for in-cinema as part of the
overall Dodge Caliber marketing campaign." The Caliber spot is entitled "Too Tough" and is similar to the brand's TV ad, in which a fairy tries everything to stop a Dodge Caliber in its tracks as it
drives through city streets.
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