VIPER: BRANDING THROUGH ENGAGEMENT

The  viper  would  become  incorporated  into  one  new  action  movie,  with  its  owners  embodying  the  ideal  consumer:  a  rich,  classy,  confident,  daring  ladies’  man.    

A  web-­‐link  would  be  available  on  the  movie  posters,  on  Dodge’s  website,  and  on  the  movie’s  webpage,  and  it  would  consist  of  a  question  generator  regarding  the  viper  and  the  different  scenes  it’s  in  through  out  the  movie.        

Questions  would  aim  at  establishing  a  robust,  unforgettable  image  of  who  the  ideal  owner  is,  and  what  kind  of  benefits  he  receives  from  the  Viper.      

The  website  for  the  movie  will  have  many  questions,  and  will  randomize  the  ones  it  gives  different  consumers.  Answering  questions  correctly  adds  points  onto  the  person’s  account  (which  they  create  once  they  go  to  the  website),  and  the  people  that  have  a  certain  amount  of  points  get  entered  into  a  drawing  to  win  week-­‐long  trips  to  Las  Vegas  and  get  to  use  the  Viper  during  their  vacation.      Time  Frame:  During  the  movies’  theatre  showings,  before  the  movie  come  out  on  DVD.  This  way,  the  people  can’t  just  rewind  the  movie  at  home  to  answer  the  trivia  correctly.      

Examples  of  questions  include:  § How  fast  was  he  going  during  that  one  part  of  the  movie?  

(Emphasizing  speed)  § What  was  he  using  the  car  for  at  this  specific  time?  

(Emphasizing  glamorous  usage)  § What  building  did  he  walk  out  of  before  he  entered  the  

Viper?  (Underlining  classiness  and  sophistication  of  the  owner)  

§ What  kind  of  girls  did  he  attract  as  the  Viper’s  owner?  (Underscoring  its  has  sex-­‐appeal)  

§ What  was  the  character’s  job?  (Stressing  economic  status  and  level  of  wealth  of  the  ideal  owner)