Iconic Auto-Branded Initiatives

Dodge, LEGO, and Microsoft Embrace the 2016 Dodge Viper ACR

Dodge, in collaboration with LEGO and Microsoft, has launched a multifaceted campaign centred on the iconic 2016 Dodge Viper ACR. This launch offers enthusiasts a unique convergence of digital and physical experiences through Forza Horizon 6 and a new LEGO Technic set.

The collaboration between Dodge, LEGO, and Microsoft introduces the 2016 Dodge Viper ACR to players of the racing game with an exclusive LEGO Technic livery, while simultaneously releasing the LEGO Technic Dodge Viper GTS-R Sports Car (set number 42234) for builders worldwide. For gamers, the ability to pilot a meticulously detailed virtual recreation of the 645-horsepower Viper ACR, complete with its record-setting track pedigree, offers an immediate and accessible taste of extreme performance driving.

This dual-release strategy effectively broadens the appeal, as it not only rewards existing fans of the Dodge brand with exclusive in-game content but also introduces the Viper's legacy to a new generation through the universally accessible medium of LEGO.

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