Dinner and a movie with Dodge
If your weekend plans involve taking a significant other to dinner and a movie, be forewarned you may find a third wheel tagging along. Dodge is debuting a new 60-second ad in 20 theaters to promote the 2007 Caliber, hoping the combination of overpriced popcorn and pretzel bites will make its new economy car appear affordable by comparison. A 2007 Dodge Caliber will be parked in each lobby, and the venues will be decked out with banners, standees, static clings and signage to promote the Caliber. Movie goers will also receive promotional brochures along with their tickets.Dodge picked a good time to go the movies, as the summer blockbuster season is in full effect and box office records are beginning to fall like SUV sales. The Pirates of the Caribbean II: Dead Man's Chest set multiple records last weekend becoming the fastest movie to earn $100 million with the biggest single day, opening day and opening weekend ever in cinema.
[Source: Promomagazine via Adjab]
Reader Comments (Page 1 of 1)
Askin 11:21AM (7/15/2006)
As I said before they just repeat BMW pr move
Reply
DKB_SATX 11:44AM (7/15/2006)
Well, there's something to be said for their honesty marketing. It's certainly not cute, and their "show-your-ass" series of commercials are a good fit since the vehicle is butt-ugly.
Reply
Finished.Law.School 12:03PM (7/15/2006)
Ads like these are why I do not like going to the theater... I paid for a ticket in order to avoid crap like this...
Reply
dakota 12:31PM (7/15/2006)
"Ads like these are why I do not like going to the theater... I paid for a ticket in order to avoid crap like this"
Yea and you pay for cable right? And you still get ads, actually you don't even have to pay, just set up your rabbit ears and let the ads come in!
Reply
Nick 2:31PM (7/15/2006)
DKB_SATX: Your mom says hi.
Reply
FM 3:39PM (7/15/2006)
"Yea and you pay for cable right? And you still get ads, actually you don't even have to pay, just set up your rabbit ears and let the ads come in!"
That's why there's HBO. And thank god,I went to see Pirates,with not even a single ad.
Reply
K 4:50PM (7/15/2006)
We won't know about quality for a while. But Dodge has a winner on design and price.
They should be going after movie audiences. It is the right demographic for the Caliber. Displays in malls and movie lobbies are effective if he product is right.
Reply
Pacey 5:57PM (7/15/2006)
I actually work this promotion. It has been running since the MI:3 release in May (?) and response has been strong.
K hit it right on the head though. It's the perfect audience for the car. It's got a nice style, not to expensive, and has a few lil niche thing that make it stand out (CVT, talegate speakers, fridge in glove box, etc.)
Of course, there are always detractors with the biggest complaing being some of the plastic on the interiors (specifically on the doors) and the long black plastic along the top.
I hate movies now though because of the ads and the price. The point to put ad's before the movie would be (in theory, not practice) to keep costs of tickets and concessions down. When (very rarely) I do go to the movies I usually walk into the theater 10 min after start time to avoid the ads.
Reply
Tom 6:27PM (7/15/2006)
It's a very CUTE car. In the UK they call this sort of thing "cheap and cheerful." It's not exactly a compliment.
CUTE but not well made. I guess most people don't care.
Reply
Mark 9:30AM (7/16/2006)
Caliber = cute? I don't think so, in fact, Dodge has been running a commercial here telling us that it's not cute, it's... tough or something.
IMO, this attempt to make a smaller car look like a Jeep or SUV is only one thing -- ugly. More so in real life.
Reply
DCGal 6:58PM (7/16/2006)
Yeah, the tagline is "anything but cute" and personally, I think the marketing of the Caliber has been really creative so far. The commercials are pretty clever, IMHO.
While for some, the appearance might not be their favorite, the car does have some pretty good features. I hear the sound system (Boston Acoustics) is impressive.
Reply