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