Jeep effort hypes 2012 Wrangler Call of Duty: MW3 Special Edition (video)

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The new campaign includes broadcast, print, digital, social media and experiential events including electroluminescent billboards. The brand also is introducing a new tagline: “The toughest vehicle in the world. Any world.” GlobalHue of Southfield, MI handled creative, in conjunction with SapientNitro/Boston for digital.


Leading the effort is a new TV spot: “Any World.” It brings to life a scene direct from Activision’s pop video game “Call of Duty: Modern Warfare 3.” Creative follows the Jeep hero through an action-packed chase sequence derived from the 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 (jeep.com). The “Any World” launched on broadcast and cable 11/7.

See the creative here:

This is the second year the Jeep brand has partnered on the Call of Duty franchise.

Jeep brand will also employ a new technology for the effort–electroluminescent billboards. Using patented low voltage electro luminescent Light Tape lamps, consumers will see a “Toughest Vehicle in the World” version of the ad by day and a “Toughest Vehicle in the World. Any World.” version at night. The billboards will be in Los Angeles, New York and Chicago, the three largest completely backlit electroluminescent billboards done simultaneously.

Print 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 1/9/12 in a random drawing. While on the Jeep Facebook page, fans will be able to play “Jeep Ops,” the brand’s online video game.