Dodge sets out on Highway 93 and prepares to launch ‘The Real Brotherhood of Muscle’ campaign in the ultimate summer road trip

Dodge sets course on “HWY 93”, gears up for launch of “The Real Brotherhood of Muscle” campaign – Image Courtesy: Stellantis

Dodge is setting up a course along HWY 93 for its enthusiasts and owners this summer, intertwining 93 Dodge-inspired locations and events across the U.S.–one for each day of summer. Dodge is creating an extensive list of places that embody the thrilling, authentic spirit of Dodge. The Dodge HWY 93 campaign was officially launched on June 22 and runs all the way through September 22, 2022.

“HWY 93 is more than just a highway, it’s a mindset; one that stretches across all 93 days between June and September, past the coolest events and hottest locations in America,” said Tim Kuniskis, Dodge brand chief executive officer – Stellantis. “Summer is the best time of year for Dodge, it’s when the shackles of winter come off, and drivers are free to get the absolute most out of the longest days of the year. And Dodge, with the Brotherhood of Muscle, is going to blaze a path across the United States that leaves no roadhouse, rest stop, or drag strip unturned.”

“And with more than 13 million – and growing – devoted fans across our social media channels, Dodge has automotive’s most active and engaged muscle car following, and their passion and excitement for the brand are all but impossible to recreate on our own,” Kuniskis added. “So we’re going to collect user-generated content from our biggest fans, including the 93 days, and put our Real Brotherhood of Muscle in the driver’s seat of the Dodge brand’s next national campaign.”

Fans who are interested can visit to start their summer course. As Dodge enthusiasts make their way throughout America, they can also submit their own recommendations and content for locations to be added to HWY 93 throughout the summer using #DodgeHWY93. Select user content will also be featured on the Dodge HWY 93 website. To snag a spot on the list, each location and event must feel like a genuinely unique Dodge experience. Forget mainstream or ordinary, Dodge is keeping its sights set on only the most thrilling events and one-of-a-kind attractions for summer travelers to enjoy. 

The campaign will include social media, TV, and digital content running throughout the course of the summer. For Dodge owners to create the perfect summer road trip itinerary, will offer a curated list and interactive map of events, roadhouses, restaurants, rest areas, races (including the legendary Roadkill Nights on Woodward Avenue in Michigan), drag strips, lodging, iconic/scenic drives, sporting events, and other attractions.

After the 93 days of summer are over, Dodge will release its new, ‘The Real Brotherhood of Muscle’ national advertising campaign featuring Dodge’s real stars. Dodge will search through several social media platforms, including Facebook, YouTube, Instagram, and TikTok to find the most daring video content from Dodge enthusiasts to include in the campaign, which will run across several social media and television channels.

To promote their material on social media, Dodge lovers must post or share their content using the hashtags #ThatsMyDodge and #ad. Dodge encourages owners to refrain from filming or sharing anything that could be considered hazardous, unlawful, or damaging to the Dodge brand. Dodge focuses on content that demonstrates legal, safe driving habits.

Dodge is searching for content that shows off the uniqueness of American muscle culture. And while burnouts and donuts on closed courses have become a staple for the brand, Dodge will be looking much further, searching for content that not only shows off enthusiasts’ vehicles and modifications, but how they care for their HEMI®, Hellcat or Scat Pack, how they utilize them, and even where they park their vehicles. 

The Doner agency in Michigan is working with the Dodge brand to develop the HWY 93 campaign. Together with Austin-based GSD&M, the Real Brotherhood of Muscle campaign will be coming soon.

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