The Ram brand has launched two additional spots on social media leading up to Super Bowl LIII, this weekend. Instead of advertising in the Big Game, Fiat Chrysler Automobiles (FCA US) debuted seven commercials online this week as part of its “Big Game Blitz” strategy. A broad change in marketing strategy compared to past years, as FCA US has been known for their headlining commercials during past Super Bowls.
“The teams that get to the Big Game do it by breaking through. By breaking out. By making big plays at the right time and taking calculated chances. We’re no different.
This year, we will exclusively use social and digital to showcase our commercials. We decided to explore innovative ways to ride the wave of highly engaged viewers, during the one time of the year when the commercials are fun and everybody is talking about them. With this new approach, we are able to engage with the audience through more creative executions than ever before leading up to this Sunday night.
We feel like the football teams who must constantly change their strategy to make it to the Sunday night’s match-up. But unlike them, we don’t need to be in the Big Game to change the game.” – Olivier Francois, Chief Marketing Officer, FCA US
The last two commercials, feature the all-new 2019 Ram 1500 and the 2019 Ram Heavy Duty.
The 60-second spot “4th Quarter Fight” pays homage to all of the hardworking people and off-the-field players that give everything they have, beyond the 15 minutes in the fourth quarter of a football game. Ram brand’s “4th Quarter Fight” was created in partnership with Highdive.
Grammy-nominated rock group Greta Van Fleet’s “Highway Tune” is the backdrop to the Ram brand’s video “Roll Rams Roll,” which features a herd of rams making their way across the nation to Atlanta, Georgia. Once they arrive, the ram herd is greeted by fellow Ram fans in the new Ram Heavy Duty truck. The Ram brand’s “Roll Rams Roll” video was created in partnership with Motive Group Inc.
So while you might not see the slew of FCA US commercials during the Super Bowl this year, the company has released even more inventive ads on its social media accounts this week. It is really not a surprise considering the NFL viewership ratings have been all over the place in the past two seasons. But none-the-less Ram, Dodge and Jeep marketing teams have come up with some fun new ads for their 2019 and 2020 model year lineups.