Dodge extends Defiance partnership with TV spot and sweepstake

Article by Anita Panait, on May 22, 2013

The Dodge brand extended its partnership with Syfy and Trion Worlds on the “Defiance” TV show and online video game by launching a new commercial and a social gaming sweepstakes. The “Defiance” partnership entails vehicle integrations in the TV show with the Dodge Charger and online game with the Dodge Challenger.

The partnership also includes custom co-branded advertising and promotions across different media platforms -- television, digital, social media, mobile, gaming and on-demand. “Defiance” provides Dodge a good opportunity to reach out to its socially engaged customers.

The new TV commercial titled ‘Dodge Charger | Defiance’ started its run on May 20, 2013, in conjunction with the appearance of the Dodge Charger as the hero vehicle piloted by main character Nolan, played by Grant Bowler. The 30-second commercial spot highlights the toughness of the Charger as it handles different obstacles in a changing world, which ends with a transformed Earth in the year 2046 where “only the defiant survive.” The spot could be viewed at

Dodge is likewise instilling a social gaming component to the “Defiance” partnership with the “Dodge Defiance Arkfall Sweepstakes,” in which Dodge and Defiance fans will vie against each other and share their stories to their friend’s Facebook News Feeds. They will have a chance to win the grand prize of a trip for two to the world’s largest pop culture event in California this summer.

The game will also feature weekly prizes that include gaming systems, the “Defiance” video game and Dodge brand merchandise. On the “Defiance” TV show and online game, “Arkfalls” are the remnants of alien ships known as “Arks.” As Arkfalls deteriorate, pieces of them plunge to the earth, bringing with them resources, alien technology and more. Arkfalls will be released on the Internet from May 24 to June 25, 2013.

Topics: dodge, advertising

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