AUBURN HILLS, Mich. — Dodge is charting a course along HWY 93 for its owners and enthusiasts this summer, connecting 93 Dodge-inspired events and locations across America — one for each day of summer.
Dodge has compiled a list of places that company officials say “embody the daring, authentic spirit of Dodge,” according to a news release.
The Dodge HWY 93 campaign officially launched on June 22 and runs through Sept. 22.
“HWY 93 is more than just a highway, it’s a mindset; one that stretches across all 93 days between June and September, past the coolest events and hottest locations in America,” Tim Kuniskis, Dodge brand chief executive officer, said.
“Summer is the best time of year for Dodge. It’s when the shackles of winter come off and drivers are free to get the absolute most out of the longest days of the year. And Dodge, with the ‘Brotherhood of Muscle,’ is going to blaze a path across the United States that leaves no roadhouse, rest stop or drag strip unturned.”
Kuniskis said that Dodge has 13 million fans across its social media channels and claims to have automotive’s “most active and engaged muscle car following.”
“Their passion and excitement for the brand are all but impossible to recreate on our own, so we’re going to collect user-generated content from our biggest fans, including the 93 days, and put our ‘Real Brotherhood of Muscle’ in the driver’s seat of the Dodge brand’s next national campaign,” Kuniskis added.
Fans can visit DodgeHWY93.com to begin charting their summer course.
“As Dodge enthusiasts make their way across the U.S., they can submit their own content and recommendations for locations to be added to HWY 93 throughout the summer using #DodgeHWY93,” the news release stated.
Select user content will also be featured on DodgeHWY93.com.
To get on the list, each event and location “must feel like a uniquely Dodge experience,” the company says.
“Forget mainstream or vanilla, Dodge is choosing only the most thrilling events and oddest attractions for summer travelers to enjoy,” according to the news release.
The campaign will include TV, social media and digital content running throughout the summer.
DodgeHWY93.com will include 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 road map.
After the 93 days of summer, Dodge plans to launch its new “The Real Brotherhood of Muscle” national advertising campaign featuring the real Dodge stars.
“We will scour social media platforms, including YouTube, Facebook, TikTok and Instagram, seeking out the most compelling video content from Dodge enthusiasts to integrate into the campaign, which will run across multimedia, including television and social media channels,” the news release stated.
“Dodge is encouraging the ‘Brotherhood of Muscle’ to help the brand in its search by posting and sharing their favorite content across their social media channels to bring awareness to their videos and photos. Dodge enthusiasts will need to post or share their content with the hashtag #ThatsMyDodge and #ad across their social channels to bring awareness to their content. Dodge is focused on content showing legal, safe driving practices and discourages owners from filming or posting anything dangerous, hazardous, illegal or harmful to the Dodge brand.”
Dodge officials say they are “looking for content that shows off the unique culture of American muscle enthusiasts. And while donuts and burnouts on closed courses have become a signature of the brand, Dodge will be digging much deeper, searching for content where owners show off not just their vehicles and modifications, but how they care for their HEMI®, Hellcat or Scat Pack, how they use them and even where they park their ride.”
The Dodge brand’s HWY 93 campaign is being created in partnership with Doner agency in Michigan. The Real Brotherhood of Muscle campaign is being developed in partnership with Austin-based GSD&M.