Dodge | 2018 Demon Launch

FCA

Creative

Dodge is a legacy brand that does things on its own terms, so it’s no surprise that when they launched the new Challenger “Demon” during the New York Auto Show, they stepped outside of the confines of the convention center to create an experience like no other.

Pier 92/94 on the Hudson River was transformed to stage the launch, complete with a custom drag strip and pyrotechnics, massive LED screens, hero cars from the Fast and the Furious movies, food and beverage service and a DJ booth.

Movie-quality digital and audio content provided by partner agency Synchrony accompanied the set up, which included Head of Passenger Car Brands for FCA Tim Kuniskis and “The Fast and the Furious” star Vin Diesel.

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