Renowned for its dizzyingly implausible marriage of ichthyology and meteorology and an everyone-in-the-pool indulgence for B-lister cameos that culminate in spectacular death, Syfy’s “Sharknado” franchise has established itself as cable’s campiest rite of summer. And while youth-targeting movie studios, automakers and purveyors of munchies are always quick to snatch up the available advertising inventory, “Sharknado” perhaps makes the biggest splash with its custom integrations.
As Syfy preps for the premiere of “Sharknado 4: The 4th Awakens,” the NBC Universal ad sales team has hooked the franchise’s biggest fish to date, as Fiat Chrysler’s Dodge division will use the movie as a showcase for three of its seven current models. Along with the in-show integrations (one of which features the Dodge Charger SRT 392 in what Syfy is calling the most audacious stunt in “Sharknado” history), the package includes a series of vignettes, placement on various digital and social platforms and a presence during this month’s San Diego Comic-Con.
According to Dan Lovinger, exec VP-sales, NBC Universal Entertainment Group, the big Charger stunt features the catastrophically luckless Fin Shepard (Ian Ziering) and the 1,149-foot tower of Las Vegas’ Stratosphere Hotel. (Yes, “Sharknado 4” takes place in the Mojave Desert, roughly 282 miles from the nearest ocean. It’s not supposed to make any sense.)
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