With the launch of the new Call of Duty game, Modern Warfare 3, Jeep too kicks its publicity efforts for the MW3 edition of the Wrangler into high gear. The huge campaign includes broadcast, print, digital, social media and experiential events as well as Electroluminescent billboards in Los Angeles, New York and Chicago featuring unique day and night imagery. The trailer after the jump is a sample of what you can expect to see.
“With its renowned, rugged capability and unique military heritage, the iconic Jeep Wrangler is a natural fit into ‘Call of Duty: Modern Warfare 3,’” said Mike Manley, President and CEO – Jeep Brand. “Our partnership with Activision allows us to expose the Jeep Wrangler to new set of consumers through their extremely popular gaming experience and our latest exciting Wrangler advertising campaign.”
Leading the campaign is the new broadcast commercial, titled “Any World.” The new spot brings to life an epic scene direct from “Call of Duty: Modern Warfare 3.” Viewers are brought into the action as it follows the Jeep hero through an intense and action-packed chase sequence derived from the actual video game and also intertwines in-game footage that aligns with the live action. 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 brand web site (www.jeep.com). The “Any World” begins to air on national and cable networks starting Monday, Nov. 7.
The Jeep brand will utilize a new technology in billboard advertisement, backlit electroluminescent billboards. Using patented low voltage electro luminescent Light Tape® lamps, consumers will see a “Toughest Vehicle in the World” version of the advertisement by day and a “Toughest Vehicle in the World. Any World.” version at night. The billboards will be located in Los Angeles, New York and Chicago, the three largest completely backlit electroluminescent billboards done simultaneously.
The print campaign for the Jeep brand includes traditional print advertisements and introduces a three-dimensional piece that uses a Mylar overlay that merges the “real world” and the world of “Call of Duty: Modern Warfare 3.” The print pieces will appear in targeted gaming and lifestyle print publications.
Jeep Ops Sweepstakes
The Jeep brand is giving away the very first 2012 Jeep Wrangler: Call of Duty: MW3 Edition vehicle produced via the “Jeep Ops Sweepstakes.” To enter the sweepstakes, “Like” the Jeep Facebook page and complete the online entry form in its entirety and submit the registration. There is a limit of one registration per person, per email address with a valid Facebook account during the Promotion Period. The Grand Prize winner will be selected on Monday, Jan. 9, 2012 in a random drawing.
While on the Jeep Facebook page, fans will be able to play “Jeep Ops,” the brand’s online video game.
On Monday, Nov. 7, the Jeep brand will host the “Camp Tread” experience at select GameStop locations during their “Midnight Warfare” launch events. Inside Camp Tread, field lights, ambient game soundtrack and special effects to transform Camp Tread into a military environment. Uniformed soldiers from the “Jeep 285” will actively engage participants in the excitement and provide an overview of the experience and introduce them to the 2012 Jeep Wrangler Call of Duty: Modern Warfare 3 Special Edition.
Camp Tread will be set up at GameStop locations in New York and Chicago from 5:00 p.m. – 12:00 a.m.
GameStop locations include:
- New York – 32 E. 14th Street New York, NY 10003
- Chicago – 6451 W Diversey Ave, Ste G-9 Chicago, IL 60707
The marketing and advertising campaign was directed by the Jeep brand’s lead agency, GlobalHue of Southfield, Mich. in conjunction with SapientNitro of Boston for digital marketing efforts.