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The marketing force behind Star Wars: The Force Awakens is unquestionably with Fiat Chrysler Automobiles.
A pair of the carmaker’s Hellcat muscle cars, painted in the black-and-white uniform of the First Order of Stormtrooper and a Kylo Ren-themed Viper ACR, will tour the streets of Los Angeles from Dec 11-14 as part of the unrelenting marketing juggernaut behind the seventh installment in the Star Wars franchise.
The cars’ locations can be tracked in real time on Twitter using #TheForceAwakens hashtag.
Fiat Chrysler is unsurprisingly encouraging Star Wars fans to post photos of themselves mugging in front of the Hellcats and Viper on their personal social media pages, which FCA will repost to Dodge’s Facebook and Instagram.
Such fan-focused social media crowdsourcing is becoming an increasingly popular — and cost effective — strategy to co-promote movies and products.
The partnership between LucasFilm, producer of the Star Wars franchise, and Fiat Chrysler has already yielded a Stormtrooper-painted Fiat 500e, which debuted at the Los Angeles Auto Show in November.
Star Wars: The Force Awakens opens on Dec. 18.
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