The marketing campaign for Fast Five utilized various social media platforms and partnerships. It began with releasing the first trailer on Vin Diesel's Facebook page to reach his large fan base. Posters and an official website further promoted the film. A Facebook game allowed fans to virtually experience locations from the movie. Universal also held Twitter competitions. They partnered with Dodge, who supplied cars for the film and promotions. Other automotive brands involved fans through sweepstakes. Adidas created official footwear. A mobile game and worldwide premiere in Rio de Janeiro completed the extensive campaign.

1. Fast Five Marketing Campaign

3. This particular marketing approach was believed to be one of the first.

4. Being part of the top five most visited personal celebrity site, Diesel’s Facebook page had above 20 million subscribers at the time so a wide audience was able to watch the trailer.

5. Other cast members then started to release the teaser trailer to their own fans on their own personal social-networking sites afterwards too.

7. Second poster was released on Facebook on 17th March 2011. First and second posters. UK poster.

9. In Car Town, the film’s trailer was able to be viewed by the players in an REG-branded, in-game, drive-in theatre. Also, the players were able to play a racing game around Rio de Janeiro which had been virtualised.

10. Places and missions were featured in the game too, which were based around the film’s plot, whilst letting players race alongside characters in the film and take part in a bank robbery.

11. REG allowed tickets in the game to be bought by the players through Fandango to be able to watch the movie in REG theatres.

12. A virtual 1970s Dodge Charger, which Diesel’s character uses in the actual film, was unlocked if tickets were bought in the game, through a given promotional code.

13. Across 37 states, Car Town’s partnership with the filmhad been promoted by REG theatres on the internet and through social-networking, whilst Universal promoted it through their own Facebook, Twitter, and YouTube websites.

15. Responses to questions given, as part of the competition, had to be sent by the players to “@FastFive” once a variety of hash-tag messages were given out.

16. An indication for players to get ready was “#F5Ready” and “#F5Set”, with the question being given at “#F5Go”.

18. Universal and Dodge’s collaboration throughout April 2011 (opening month of Fast Five) incorporated the movie on the Dodge Charger’s graphics, which was driven by Robby Gordon in the NASCAR Sprint Cup Series.

20. Memphis Car Audio Systems offered sweepstakes and the chance to win a trip to the premiere in Brazil as well. Their products were also featured in the movie.

21. Auto Trader Classics had their classic autos used in the film too. They promoted sweepstakes and an opportunity to win a short holiday in Los Angeles.

23. Journeys, another footwear retailer, and Adidas teamed up to come up with the branded shoes.

26. Universal collaborated with a company called NowLive (an internet broadcast provider), which was relatively new, so that a live broadcast of the international premiere could be watched at NowLive.com on the film’s official website, Facebook page, and on Dodge.com.

27. Also, the red-carpet event was watched by fans at theatres in ten cities prior to a high-quality screening of the actual movie.