With a portfolio that ranges from Mötley Crüe’s summer 2014 tour to action sports’ Red Bull Signature Series and the Fast & Furious movie franchise, the Dodge brand’s sponsorship strategy can be summed up in three words: power, passion and performance.

IEG SR spoke with Randy Ortiz, head of Dodge advertising, about the brand’s sponsorship of Mötley Crüe’s final tour, the importance of mutually beneficial partnerships and other topics.

Below are edited excerpts from the conversation.

On the thinking behind the expanded partnership with Mötley Crüe
We loved using Kickstart My Heart in our creative. We looked at the band and how cool and relevant they have been for the past 33 years, and with them announcing their final tour, we felt it was the perfect opportunity to jump on board.

The Dodge and the Mötley Crüe brands match up perfectly. We like to think of Dodge as the car with the most notoriety over the past 100 years and Mötley Crüe as the band with the most notoriety over the past 33 years.

Both brands are about power, performance and passion. We want to continue to generate awareness for our brand and their band. Anytime we enter into a partnership it has to be a win-win for both parties. This partnership does that.

How Dodge will activate the tour
We’ll activate the partnership with the Dodge tour experience. We’ll connect with Mötley Crüe in as many cities as possible to give people the opportunity to get in Dodge vehicles and experience the Dodge brand.

The first concert kicks off on July 2nd and runs through November, and will hit 73 cities in the U.S. and Canada.

We’ll promote the sponsorship through social media. The Dodge brand is very active in the social media space: The Dodge Facebook page has 2.1 million likes and the Dodge Twitter feed has 229,000 followers.

We also plan to create some special Mötley Crüe-themed content that we’ll promote through social media.

On the Red Bull Signature Series
We use the Red Bull Signature Series to promote the Dodge Dart. We’ve sponsored the action sports series since last year.

We target millennial customers with the Dart. It’s an exciting product and it’s still new to the marketplace. The sponsorship helps us create excitement and awareness among the Red Bull crowd.

On the Fast & Furious tie-in
It’s a fantastic relationship. We get product placement in the movies and we use comarketing efforts to promote our vehicles and the film.

We create custom content using footage from movies; that ties back to our idea of a perfect partnership. We develop content using our assets and their assets to promote the film across traditional media, digital media and social media.