Chrysler Group's Dodge is partnering with Universal Pictures to get fans excited for the upcoming ?Fast & Furious 6? film with a campaign that includes mobile, television and online components.

Dodge has created three 30-second television spots that are part of the brand?s ongoing 2013 ?How to? theme specifically for the partnership with Universal Pictures. The campaign is being used to promote Chrysler Group's street and racing technology group, which includes five different vehicles that combine performance and technology.

"Our strategy was to engage as many audience members as possible who were interested in learning more about Dodge Dart and the Dodge brand in general," said Mark Malmstead, media manager for Chrysler Group LLC's Dodge, Auburn Hills, MI.

"When we looked at it, we wanted to leverage our existing weight on TV and make it work harder," he said.

"Shazam and its mobile application was an excellent way to have consumers see the new Dodge Brand Fast & Furious 6 commercial and use the Shazam application to find out more information as well as enter for a chance to win a Dodge Dart like the one they are seeing on-screen. This is all at their fingertips and can be done instantaneously and with ease."

Unlocking mobile content
Dodge has created TV spots that will run on both network and cable TV during key times, such as prime time, late night and during sports programs.

A voiced-over version of the ad will also be available in Spanish and will run on networks such as Telemundo, Univision and ESPN Deportes.

The ad mixes footage from the film in with Dodge content and syncs with the Shazam mobile application to let consumers unlock additional information about the automaker.

Once the Shazam app picks up on the content that consumers are watching, a landing page loads where they can learn more about the Dodge Dart and enter a sweepstakes to win the sedan.

To enter the sweepstakes, consumers can fill out a four-question entry form.

Additionally, consumers can click through on the Shazam tag to watch a trailer from Fast & Furious 6.

The Shazam tag is also linked to an option that lets consumers find a nearby Dodge dealer and search closeby inventory.

Dodge is also promoting its partnership with Universal Pictures on its mobile site.

Fast & Furious opens in theaters on May 24, and the commercials will be mobile-enabled through June 30.

Multichannel push
In addition to the mobile components, the campaign also includes a microsite that lets consumers learn more about the Dodge cars and browse through movie stills and videos.

Dodge has also partnered with Cie Games and the Car Town Facebook game for a promotion with Regal Theaters and Fandango. When consumers buy tickets on Fandango?s Web site for a film showing at a Regal Theaters location, they are entered to win a Dodge Charger SRT8 from the movie.

This is not the only recent mobile initiative from Dodge to marry mobile and TV.

Dodge also recently partnered with Syfy on a multichannel campaign around ?Defiance? that spanned mobile, social, digital and gaming (see story).

As users continue to consume content across multiple devices, marketers are increasingly looking for new ways to add digital engagement to their TV campaigns.

In this case, Dodge is smart to link together content and a sweepstakes to give consumers an incentive to use the app in conjunction with the ad.

?From a Shazam perspective, increasing engagement particularly via trailer promotion is a key objective for movie marketers,? said David Jones, executive vice president of marketing at Shazam, London.

?Shazam has been a trusted partner for these marketers as we have the unique ability to customize an exclusive experience, creating a tag result for movie trailers that offer fans content that makes their engagement more meaningful and lasting,? he said.

?In addition to this partnership with Dodge for Fast & Furious 6, Shazam recently announced a partnership with Screenvision that enables advertisers in movie theaters to utilize our Shazam for TV service to allow their fans to access special offers, enter sweepstakes and bring home and share more information about the products and services that pique their interest.?

Lauren Johnson is associate reporter on Mobile Marketer, New York