Fiat Chrysler To Be Part Of Star Wars Marketing Force

Brent Snavely

Fiat Chrysler Automobiles will be part of the marketing force behind the "Star Wars: The Force Awakens" movie that opens in December.

The automaker, known for partnering with movie studios, stars and musicians, is one of seven global companies that will be part of "an expansive, historic promotional campaign," to support the movie.

Lucasfilm identified the partners Thursday. Others include Covergirl & Max Factor, Duracell, General Mills, Hewlett Packard, Subway and Verizon. They were announced four days after a new teaser for the film was released.

"Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience "Star Wars: The Force Awakens," Lucasfilm said in a release.

Fiat Chrysler declined to comment about the terms of the deal or say which brand or brands might be involved.

Lucasfilm said, "All of the partnerships strategically complement the tempo and tone of the film's overall marketing campaign."

Fiat Chrysler has experience working with Hollywood. The automaker's Dodge brand has been a partner with the "Fast and Furious" film franchise since its inception. Last spring a Dodge Charger and Challenger, as well as a Jeep Wrangler, starred in chase scenes in "Furious 7."

Fiat Chrysler Chief Marketing Officer Olivier Francois has teamed up with movie stars and music icons for marketing campaigns. In recent years, he has landed musicians Bob Dylan and Eminen as well as actor and director Clint Eastwood for Super Bowl commercials.

Detroit Free Press