The Jeep brand is rolling out a new ad campaign to promote its 2012 Jeep Wrangler. The campaign called ‘Call of Duty: Modern Warfare 3’ blurs the boarders of reality and encompasses broadcast, print, digital, social media, experiential events and an out-of-home placement including the use of electroluminescent billboards. A new tagline for the campaign sounds: ‘The toughest vehicle in the world. Any world.’
Photo: a snapshot from jeep.com
The campaign was directed by the Jeep brand’s lead agency, GlobalHue of Southfield, Mich. in conjunction with SapientNitro of Boston for digital marketing efforts. And it is for the second year that Jeep has partnered with Activision on the Call of Duty franchise to promote its vehicles.
The print ads including a 3D piece will appear in targeted gaming and lifestyle print publications. The TV spot titled ‘Any World’ features a scene direct from ‘Call of Duty: Modern Warfare 3.’ The broadcast commercial includes one 60-second version, two 30-second versions and a long-form and a behind-the-scenes versions for exclusive viewing on the Jeep web site. The spot began to air on national and cable networks yesterday.
Backlit electroluminescent billboards will actively be used in the campaign. Using patented low voltage electro luminescent Light Tape lamps, the new technology allows seeing the advert at night. The billboards will be located in Los Angeles, New York and Chicago.
The main attraction for customers to visit Jeep’s Facebook page and ‘Like’ it is the ‘Jeep Ops Sweepstakes.’ The brand is giving away the very first 2012 Jeep Wrangler: Call of Duty: MW3 Edition in a random drawing. To enter users have to complete the online entry form in its entirety and submit the registration. The Grand Prize winner will be selected on January 9, 2012.
Yesterday, Jeep hosted the ‘Camp Tread’ experience at select GameStop locations during their ‘Midnight Warfare’ launch events in New York and Chicago. Uniformed soldiers from the ‘Jeep 285’ encouraged participants to experience the game and introduced them to the 2012 Jeep Wrangler Call of Duty: Modern Warfare 3 Special Edition.
The 2012 Jeep Wrangler and Wrangler Unlimited Call of Duty: MW3 Special Edition is based on the Jeep Wrangler Rubicon model and features Rubicon wheels finished in semi-gloss black. It will appear in Jeep showrooms next month at suggested retail price of $36,495 for the two-door model and $40,070 for the four-door model.
To celebrate of the launch of Call of Duty: Modern Warfare 3, and Mega XP packaging available exclusively at Walmart, Mountain Dew has also announced a sweepstakes to reward the most devoted fans with a unique chance to play Call of Duty: Modern Warfare 3 with three friends on an iconic, mega-sized stadium screen. Till November 14, consumers can enter to win prize by visiting the ‘Dew Mega Fan’ tab on the brand’s Facebook page and uploading a picture of the Dew Mega XP 20-pack.
