Fiat Chrysler joins the (marketing) force behind Star Wars – USA TODAY
Fiat Chrysler Automobiles is becoming part of the “the force” — the marketing force behind Star Wars: The Force Awakens , the next installment of the series and an expected blockbuster that opens in December
The automaker, known for partnering with movie studios, stars and musicians, is one of seven global companies that will be part of “an expansive, historic promotional campaign,” to support the movie.
Lucasfilm has now identified the partners. Others include Covergirl & Max Factor, Duracell, General Mills, Hewlett Packard, Subway and Verizon. They were announced four days after a new teaser for the film was released.
“Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience Star Wars: The Force Awakens, Lucasfilm said in a release.
Fiat Chrysler declined to comment about the terms of the deal or say which brand or brands might be involved.
Lucasfilm said, “All of the partnerships strategically complement the tempo and tone of the film’s overall marketing campaign.”
Fiat Chrysler has experience working with Hollywood. The automaker’s Dodge brand has been a partner with the “Fast and Furious” film franchise since its inception. Last spring a Dodge Charger and Challenger, as well as a Jeep Wrangler, starred in chase scenes in “Furious 7.”
Fiat Chrysler Chief Marketing Officer Olivier Francois has teamed up with movie stars and music icons for marketing campaigns. In recent years, he has landed musicians Bob Dylan and Eminen as well as actor and director Clint Eastwood for Super Bowl commercials.
Last year the automaker teamed up with Interscope Records to develop commercials with music video footage or personal appearances by Phillip Phillips, Fergie, Imagine Dragons and Gwen Stefani.
Francois says he his particular about the movies and stars he works with.
“It has to be unexpected; it has to be noticeable … and lastly, it needs to really tie into the brand,” Francois told the Free Press when Dodge teamed up with Will Ferrell’s character from Anchorman, Ron Burgundy.