Chrysler Group teamed with Warner Bros. for a branded entertainment-media deal around the thriller “Firewall,” that bows Feb. 10, and stars Harrison Ford. It's a first for the Chrysler brand. Mr. Ford’s character drives a Chrysler 300C in the film; his wife, played by Virginia Madsen, drives a Chrysler Pacifica. The automaker is backing the film with Chrysler 300 ads featuring Mr. Ford with a five-week TV ad schedule breaking this weekend. There will also be magazine ads and online ads, as well as sweepstakes offering screenings and the chance to win a vehicle, said Jeff Bell, who moved Feb. 1 from VP-Chrysler-Jeep marketing to VP-product strategy. Although Mr. Bell declined to reveal specific spending, he said it’s "at the same level" as the marketer's 2003 "Lara Croft Tomb Raider: Cradle of Life" movie partnership with Paramount Pictures, for which Chrysler paid $10 million, and Angelina Jolie drove a Jeep Wrangler Rubicon in the movie.
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