The “movie of the year” – Star Wars: The Force Awakens – is mounting to start its promotional campaigns that will bring moviegoers into cinemas at the end of the year – and one of the companies included by Lucasfilm is Fiat Chrysler Automobiles.
Fiat Chrysler Automobiles, the third largest US automaker and the world’s seventh biggest, will be one of the seven companies in promotional campaign for the move that opens in December. The automaker is well known for its cultural partnerships – from movies to stars or music – and will now be part of “an expansive, historic promotional campaign,” to attract the audiences. Fiat Chrysler will be next to Lucasfilm together with Covergirl & Max Factor, Duracell, General Mills, Hewlett Packard, Subway and Verizon. “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,” commented Lucasfilm in a statement.
So far, there’s no word from Fiat Chrysler itself on the terms of the agreement or the brand or brands that will get involved. But the carmaker has ample experience in dealing with Hollywood: the Dodge brand is a long time partner of the “Fast and Furious” film franchise. Also, Fiat Chrysler Chief Marketing Officer Olivier Francois is known for his affiliation with movie stars and music icons for marketing campaigns –landing stars such as Bob Dylan, Eminem or Clint Eastwood. “It has to be unexpected; it has to be noticeable … and lastly, it needs to really tie into the brand,” commented once Francois about the company’s movie connections.