This past weekend, Dodge sent out a squadron of cars throughout Los Angeles to promote Star Wars: The Force Awakens.
Did you know there is a new Star Wars movie coming out? Of course you did. Knowledge of the seventh film in the space opera franchise has been as difficult to escape as Darth Vader’s telepathic chokehold. From Christmas ornaments to macaroni, The Force Awakens’ product tie-ins are as omnipresent as the Empire itself.
Dodge has joined the fray. The automaker pulled a similar stunt in New York in September with a fleet of Stormtrooper-disguised Chargers, a partnership with Hot Wheels and Uber.
For LA, the formation has been changed a bit, with two Charger Hellcats and two Challenger Hellcats dressed as “First Order Stormtroopers.” These white and black muscle cars are accompanied by a jet-black Viper ACR decked out like movie villain Kylo Ren.
The cars will be trackable on Twitter with #Dodge and #TheForceAwakens hashtags. Photo ops abound, and the Dodge social media team’s faves will be posted to the company’s Facebook and Instagram pages. Clearly, the ultimate Force in the universe is branding. Star Wars: The Force Awakens opens December 18, rated PG-13.