On Tuesday September 13, 2011, Chrysler Canada announced that the 2012 Jeep Wrangler Call of Duty: MW3 Special Edition will be available in showrooms throughout Canada beginning in January 2012. The new limited edition Jeep Wrangler will be available in both two-door and four-door (Jeep Wrangler Unlimited) models. The vehicle will also be available in the United States, in time for the Call of Duty: MW3's November 8, 2011 release.
The Special Edition 2011 Jeep Wrangler - Call of Duty: Black Ops Edition was also available in North America earlier this year. It sold out quickly, and as a result of the overwhelming positive reaction from the gaming community, was brought back for the 2012 line-up.
This got me thinking about the modern and unique techniques that OEMs can, and should take advantage of, to market their vehicles and build new relationships using video games as their catalyst. The demographic of this industry is vast and holds many advantages. In this instance, Chrysler and Activision teamed up, in what I see as a win-win for both teams. The Call of Duty brand is quite a phenomenon, their last release, "Black Ops," reportedly sold 5.6 million copies in North America and Britain within the first 24 hours of its release. Globally, players have logged billions of hours online with Call of Duty games on Xbox LIVE, the PlayStation Network and on PCs.
Tim Ellis, Chief Marketing Officer for Activision said, "We are very excited to extend our partnership with Jeep, which not only marries two of the world's most iconic brands – Jeep Wrangler and Call of Duty – but also creates a number of unique consumer touch points. The Jeep Wrangler perfectly embodies the authenticity and dynamic energy of Call of Duty: Modern Warfare 3 and our teams have worked hard to create an integrated partnership that enhances both brands."
In addition to being able to buy the 'real thing,' Jeeps are also integrated into the single player story mode of the soon to be released game. In previous editions of Call of Duty, Jeep has also made several appearances in single and multi-player mode, even starring in a few cut-scenes!
Think about it for a minute, millions of people, whether consciously or subconsciously are viewing your brand for hours upon hours. This gives Chrysler the chance to expose a younger audience to their brand early on in their life, using something they recognize to grab their attention. These youths will have a high likelihood of providing make loyalty in the future. Would anyone argue that this demographic is a prime opportunity and a brilliant marketing move?
If you are interested, here are some details on this soon to be released Jeep:
Resources:
http://media.chrysler.com/newsrelease.do?id=11482&mid=1
http://callofduty.wikia.com/wiki/Jeep
Posted by Caterina Ienco, Production Analyst, Canada, Polk (09.19.2011)
The Special Edition 2011 Jeep Wrangler - Call of Duty: Black Ops Edition was also available in North America earlier this year. It sold out quickly, and as a result of the overwhelming positive reaction from the gaming community, was brought back for the 2012 line-up.
This got me thinking about the modern and unique techniques that OEMs can, and should take advantage of, to market their vehicles and build new relationships using video games as their catalyst. The demographic of this industry is vast and holds many advantages. In this instance, Chrysler and Activision teamed up, in what I see as a win-win for both teams. The Call of Duty brand is quite a phenomenon, their last release, "Black Ops," reportedly sold 5.6 million copies in North America and Britain within the first 24 hours of its release. Globally, players have logged billions of hours online with Call of Duty games on Xbox LIVE, the PlayStation Network and on PCs.
Tim Ellis, Chief Marketing Officer for Activision said, "We are very excited to extend our partnership with Jeep, which not only marries two of the world's most iconic brands – Jeep Wrangler and Call of Duty – but also creates a number of unique consumer touch points. The Jeep Wrangler perfectly embodies the authenticity and dynamic energy of Call of Duty: Modern Warfare 3 and our teams have worked hard to create an integrated partnership that enhances both brands."
In addition to being able to buy the 'real thing,' Jeeps are also integrated into the single player story mode of the soon to be released game. In previous editions of Call of Duty, Jeep has also made several appearances in single and multi-player mode, even starring in a few cut-scenes!
Think about it for a minute, millions of people, whether consciously or subconsciously are viewing your brand for hours upon hours. This gives Chrysler the chance to expose a younger audience to their brand early on in their life, using something they recognize to grab their attention. These youths will have a high likelihood of providing make loyalty in the future. Would anyone argue that this demographic is a prime opportunity and a brilliant marketing move?
If you are interested, here are some details on this soon to be released Jeep:
- 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. Available in Black or Bright Silver, the exterior features “Call of Duty: MW3 Special Edition” graphics on the front fenders and spare tire cover.
- The vehicle also features a unique "power-dome" hood, along with such Mopar® accessories as a winch-ready front bumper, rear bumper, rock rails, tail lamp guards and a fuel-filler door.
- Inspired by the most recent version of Activision’s popular "Call of Duty" games, the new limited-edition Wrangler delivers legendary Jeep capability, aggressive 32-inch off-road tires, live axles with locking differentials in the front and rear, and a two-speed transfer case.
- Interior appointments include model-specific black seats with accent stitching and Call of Duty logos, unique gauge cluster graphics, dashboard serialized plaque, dashboard grab handle with logo, accent stitching on arm rest, console lid, and steering wheel, Mopar Slush Mats with logo, and rear cargo mat with logo (Unlimited only).
- All 2012 Jeep Wrangler and Wrangler Unlimited models feature a new 3.6-litre Pentastar™ V-6 engine with 285 horsepower that delivers up to 21 miles per gallon on the highway
Resources:
http://media.chrysler.com/newsrelease.do?id=11482&mid=1
http://callofduty.wikia.com/wiki/Jeep
Posted by Caterina Ienco, Production Analyst, Canada, Polk (09.19.2011)
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