Dodge Partners with Universal Pictures, Atlantic Records for 'Furious 7'

Dodge has recently announced a promotional partnership with Universal Pictures for "Furious 7," which opens in theaters on April 3. This partnership comes as no surprise, since Dodge has been a part of the blockbuster Fast & Furious franchise since the first film opened in theaters in 2001. Now, however, Dodge is including a first-ever partnership with Atlantic Records for music videos. These videos will help to support the label’s "Furious 7: Original Motion Picture Soundtrack," which was released on March 17.

In the new "Furious 7" film, the character Dominic Toretto (Vin Diesel) will drive a Candy Red 2015 Dodge Charger. Character Letty Ortiz (Michelle Rodriguez) will drive a Sublime Green & Black 2015 Dodge Challenger R/T, and the character Tej Parker (Chris "Ludacris" Bridges) will drive an armored 2015 Jeep Wrangler Unlimited. FCA US helped to provide nearly 30 vehicles for the film during the course of its production.

Aside from the vehicles featured in the film, many other prolific high-performance Dodge vehicles will come into play for the music videos Atlantic is releasing during their partnership to promote the original movie soundtrack album. Among these vehicles are the 707-horsepower Dodge Challenger SRT Hellcat, the 645-horsepower Dodge Viper GTS and the Dodge Charger SRT Hellcat. A number of vintage and other newly released Dodges will also be featured in Atlantic’s music videos.

Dodge’s partnership with Universal Pictures includes a multi-tier marketing system that includes multiple television spots across the U.S. and international markets, digital marketing campaigns, social media initiatives, and a special "Furious 7" landing page on the Dodge brand website. Fans of Furious 7 can visit the website to find out more about the good guys, bad guys and the cars featured in the movie. The site features information about the Dodge Challenger SRT Hellcat, Charger R/T Scat Pack, Charger SRT Hellcat and Charger 392 HEMI Scat Pack Shaker alongside movie stills featuring the cars in action.

Dodge also created several new television commercials to help promote the release of "Furious 7." The first national spot premiered on March 9 and featured the 2015 Dodge Challenger. Since then, television spots featuring the 2015 Dodge Charge and 2015 Jeep Wrangler have aired in the Middle East and other international markets. These advertisements contain new vehicle footage, alongside clips from the movie.

Olivier Francois, Chief Marketing Officer for FCA – Global said, "For the first time, Dodge is broadening its long-time partnership with an innovative new Atlantic Records collaboration that truly expands the power and reach of the Fast & Furious franchise and provides a natural extension for showcasing Dodge’s most powerful new performance vehicles to movie, music and car enthusiasts everywhere."

During its partnership with Dodge, Atlantic Records released the "Furious 7: Original Motion Picture Soundtrack" on March 17. In the weeks that led up to the album’s release, Atlantic debuted exclusive singles from artists including T.I. & Young Thug’s "Off Set", Kid Ink, Y.G., Wale, Tyga & Rich Homie Quan’s "Ride Out," and Prince Royce’s "My Angel." The specially released "See You Again" video features six Dodge vehicles, including the Sublime Green and Black 2015 Challenger driven by movie character Letty Ortiz, played by Michelle Rodriguez.

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