Dodge and Paramount Pictures kick off cross-promotion campaign

Article by Anita Panait, on October 14, 2013

The Dodge brand and Paramount Pictures have partnered in a co-branded marketing collaboration that features legendary news anchor “Ron Burgundy” as the new face of the 2014 Dodge Durango. The collaboration is part of the brand’s multifaceted advertising and marketing campaign in advance of the holiday release of the film “Anchorman 2: The Legend Continues.”

The comedy film will be released nationally in theaters on December 20, 2013. Will Ferrell reprises his role as Ron Burgundy in a strong marketing campaign that commenced on October 5.  According to Olivier François, Chief Marketing Officer of Chrysler Group LLC, the Dodge brand's “irreverent tone and attitude” make Ron Burgundy the “perfect pitchman” for the new 2014 Dodge Durango.

He remarked that by joining forces with Paramount Pictures, ‘Anchorman 2: The Legend Continues’ and Will Ferrell, the brand is able to show the new 2014 Dodge Durango and its cutting edge technology “in a completely unexpected approach that is fresh, funny and culturally provocative to our audiences.”

The cross-promotion marketing campaign is the first time that a movie studio and brand come together to create original long and short form content.  The co-branded promotional advertising campaign will cover TV, print, digital and social media.  The campaign made its TV and online debut on October 5 with the 2014 Dodge Durango arriving in dealerships across North America this month. [source: Chrysler]

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