More Firsts: Dodge to Put the 'Real Brotherhood of Muscle' in the Driver's Seat of Its Newest National Advertising Campaign

AUBURN HILLS, Mich., Sept. 28, 2022

• In a first-of-its-kind muscle car marketing campaign, Dodge is featuring content directly from its owners and enthusiasts, putting them and their vehicles in the national spotlight  
• The multimedia national campaign launches today, running across television, digital and the Dodge brand's social media channels 
• Dodge brand's search for fan-generated content was cast wide across social media channels, including YouTube, Facebook, TikTok and Instagram 
• Dodge enthusiasts can continue to join the fun by posting videos of their vehicles with the hashtag #RealBrotherhood for a chance for their content to be shared on the Dodge brand's social media channels 
• National campaign launches as part of the brand's Never Lift announcement late last year and follows on the wheels of the brand's first-ever Speed Week

In a first-of-its-kind muscle marketing campaign, Dodge is putting the "Real Brotherhood of Muscle" – its owners and fans, along with their Dodge vehicles – in the driver's seat and the national spotlight. The national multimedia campaign, which runs across television and social media channels, launched today. The 60-second video, "The Real Brotherhood of Muscle," can be viewed here.

"In a summer of firsts, we blazed a path across HWY 93 to celebrate this country's iconic muscle car culture with our owners and fans," said Tim Kuniskis, Dodge brand chief executive officer – Stellantis. "Along the way, we saw the introduction of the Dodge Hornet, the brand's first electrified performance vehicle, the game-changing Charger Daytona SRT electric muscle car concept and are celebrating the Dodge Challenger and Charger with seven 'Last Call' special editions.

"Summer may be officially winding down, but we're not done celebrating firsts just yet. I've said it before, this brand is about so much more than the cars we make, it's about the people who drive them. And with over 13 million devoted fans and followers, and growing stronger every day, we wanted to acknowledge and thank our owners and fans by making them and their Dodge vehicles the face of our first-of-its-kind muscle national marketing campaign."

Throughout this summer, Dodge encouraged the Brotherhood of Muscle to help the brand in its search by reposting and sharing their favorite content across their social media channels to bring awareness to their videos and photos through its HWY 93 campaign. Dodge enthusiasts needed to repost or share their content with the hashtag #ThatsMyDodge and #ad across their social media channels to bring awareness to their content. Dodge is focused on content showing legal, safe, driving practices and discouraged owners from filming or posting anything dangerous, hazardous, illegal or harmful to the Dodge brand.  

DodgeHWY93.com, which officially launched "The Real Brotherhood of Muscle" campaign, includes a curated list and interactive map of events, roadhouses, restaurants, rest stops, races, including the iconic Roadkill Nights on Woodward Avenue in Michigan, dragstrips, iconic/scenic drives, lodging, sporting events and other attractions that Dodge owners can use to build their ultimate summer roadmap.