Dodge partners with Syfy and Trion World for ‘Defiance’ series
The term ‘First-ever Convergence of Television Programming and Online Gaming” gets mentioned a lot when the industry starts talking about the popular series ‘Defiance’, and for good reason. The series is bridging the cap between mediums and making the entire series more interactive in the process.
In the upcoming show ‘Defiance’ the Dodge Charger will be the ‘hero vehicle’, that show is set to debut on April 15, 2013 on the Syfy Channel. The Dodge Challenger is also featured in the ‘Defiance’ multiplayer online video game which launched on April 2, 2013.
The cool part of all of this isn’t the marketing, it’s the first time a storyline co-exists throughout a scripted drama series and an online game. Now Dodge is the exclusive automotive sponsor, which means you will see “co-branded advertising and promotions crossing multiple media platforms” which includes, “television, digital, social media, mobile, gaming and on-demand”. That’s the cool part for the marketing and advertising buffs out there, and is a new marketing technique being employed.
“Dodge has a long history of innovation, and this new partnership with SyFy is the latest example, as it represents the first-ever merging of TV and online gaming,” said Tim Kuniskis, President and CEO – Dodge Brand, Chrysler Group LLC. “While ‘Defiance’ is set in the year 2046, the featured Dodge Charger stays true to its DNA. It has timeless performance & technological capabilities needed to survive in a futuristic world, while the Challenger video game integration allows enthusiasts to interact with the iconic muscle car in ways they might not have imagined possible.”
“We couldn’t be more thrilled by Dodge’s partnership with ‘Defiance,’ Syfy’s biggest, boldest and most ambitious project in our 20 year history,” said Chris Czarkowski , Syfy’s VP of Ad Sales. “As a forward thinking brand, Dodge was able to leverage the innovative opportunities with this groundbreaking experience to completely and organically engage our valuable consumers with their brand.”
The great part of the idea though stand on the premise that although the television series and game are standalone experiences, they both interact in the same world. According to the official reports the two mediums, “seamlessly intertwine to create a dynamic interactive experience in which the show impacts the game, and the game influences the show”.
There are two Dodge Chargers, with exterior modifications to fit the futuristic storyline, which are the “hero vehicles”. They are driven by main character Nolan ( Grant Bowler ), the city of Defiance “law-keeper.” The vehicles are integrated into the storylines beginning with the sixth episode, becoming main characters in the story.
 
In mid-May, coinciding with the first appearance of the Dodge Chargers in the TV program, Dodge will debut a new co-branded television spot and a social gaming experience and contest. We will keep you updated.
