Dodge Brand Launches “Muscleville” Marketing Campaign
First two of four new broadcast spots, featuring Bill Goldberg as the Mayor of Muscleville, launches across television this week
First two commercials can be viewed online on the Dodge YouTube channel
Additional content will also run across the brand’s social channels including Facebook, Instagram and Twitter
March 6, 2019 , Auburn Hills, Mich. -
The Dodge brand is launching a national marketing campaign, “Muscleville,” featuring four new TV spots and digital/social content across its Facebook, Instagram and Twitter channels. The campaign marks the brand’s “Dodge Performance Days” sales event throughout the month of March. Two of the four television spots, "Welcome to Muscleville" and "Fast Lane", can be viewed now on the Dodge brand’s YouTube channel.
“There’s no better time than Spring to kick off muscle car season,” said Steve Beahm, Head of Passenger Car Brands, Dodge//SRT, Chrysler and FIAT – FCA North America. “And what better way to celebrate our Dodge//SRT enthusiasts than to create a town just for them. In fact, our fans had the opportunity to line up on Main Street to meet the ‘Mayor’ and participate in the production, making them honorary residents of ‘Muscleville,’ a Dodge owner’s paradise.”
The campaign gives muscle car enthusiasts a town of their own. It’s a place where speed bumps don’t exist and donuts are served fresh every morning at the corner of SRT Street and Charger Lane. Welcome to Muscleville, where the only dating is speed dating and the town square is a straightaway with a Christmas Tree in place of traffic lights. The campaign features Dodge personality Bill Goldberg (professional athlete, NFL player, pro wrestler and automobile aficionado) as the mayor of Muscleville. (Goldberg starred in the Dodge brand’s “Jolly Fast Man” series last year).
The brand transformed Taft, California, a small town in Kern County, California, into “Muscleville.” The Dodge campaign “Muscleville” was created in partnership with Doner.
Dodge//SRT offers a complete lineup of performance vehicles that stand out in their own segments. Dodge is America’s mainstream performance brand and SRT is positioned as the ultimate performance halo of the Dodge brand, together creating a complete and balanced performance brand with one vision and one voice.
For more than 100 years, the Dodge brand has carried on the spirit of brothers John and Horace Dodge, who founded the brand in 1914. Their influence continues today. New for 2019, the Dodge Challenger SRT Hellcat Redeye is possessed by the Demon. Its 797-horsepower supercharged HEMI® high-output engine makes it the most powerful, quickest and fastest muscle car reaching 0-60 miles per hour (mph) in 3.4 seconds and the fastest GT production car with a ¼-mile elapsed time (ET) of 10.8 seconds at 131 mph. It also reaches a new top speed of 203 mph. Joining the Challenger SRT Hellcat Redeye is the 2019 Dodge Challenger SRT Hellcat with its more powerful 717-horsepower engine, the Challenger R/T Scat Pack Widebody, which features fender flares from the SRT Hellcat Widebody and adds 3.5 inches of width to Scat Pack’s footprint, as well as and the new Challenger R/T Scat Pack 1320. Infused with exclusive drag strip technology from the iconic Dodge Challenger SRT Demon, the Challenger R/T Scat Pack 1320 is a drag-oriented, street-legal muscle car and a blank canvas for the serious grassroots drag racer. The 2019 Dodge Durango SRT, America’s fastest, most powerful and most capable three-row SUV with a best-in-class tow rating of 8,700 lbs. fills out the brands’ performance lineup. These visceral performance models join a 2019 brand lineup that includes the Durango, Grand Caravan, Journey, Charger and Challenger — a showroom that offers performance at every price point.