Jeep Promo, Case study CALL OF DUTY LAUNCH by UM

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market United States
Agency UM
Released October 2010

Credits & Description

Category: Best Use of Other Digital Media
Product/Service: JEEP WRANGLER
Date of First Appearance: Oct 18 2010
Entrant Company: UM, Birmingham, USA
Entry URL:
Director of Media, Social Media and CRM: Susan Thomson (Chrysler Group LLC)
Jeep Lead: Media, Social Media and CRM: Vicki Carlini (Chrysler Group LLC)
Executive Vice President/Managing Director: Scott Russell
Senior Vice President/Group Media Director: Denise Smith
Senior Vice President/Experience Architect: Brian Elliott
Senior Vice President/Communications Planning: Diana Bojaj
Associate Media Director: Chris McLaughlin
Media Supervisor: Alexis Best
Management Supervisor: Tom Shanahan (GlobalHue)
Account Director: Gregor Barry (Sapient Nitro)
Media placement: National Magazine - 2 Executions - Maxim Magazine - 18 October 2010
Media placement: National Broadcast - 2x :30 Units - Spike TV - 1 November 2010
Media placement: Lifestyle Digital - 1 Execution - - 1 November 2010

Insights, Strategy & the Idea
Wrangler, arguably the most iconic of the Jeep nameplates, underwent a major refresh in 2010 with a much anticipated launch in fourth quarter. Given three months and a limited automotive launch budget, we were challenged to generate awareness quickly, drive consumer engagement and increase sales.

Crucial to our success was finding a way to connect with a younger, hard-to-reach target, the Millennial. The biggest opportunity segment quickly became the most elusive. We had to come up with something big—a breakthrough idea that would activate the iconic status of the brand in a way that only Wrangler could. So we deployed a strategy that allowed us to engage with them on their own turf and connect with them in ways that demonstrate the core values of Jeep Wrangler: authentic, rugged, and capable.

Creative Execution
Proving ruggedness and capability, we aligned with the largest gaming platform of all time, Call of Duty: Black Ops. Working with Activision, Jeep suited up in full camouflage, proving combat-ready by integrating its greatest weapon in the game, the Jeep Wrangler. This partnership was the first in-game product integration for the Call of Duty franchise and included a co-branded marketing campaign that comprised of television, print, digital, promotions and events in addition to an integrated campaign with Maxim Magazine, the Maximum Warrior Challenge. The challenge was a ten week competition designed to find the toughest warrior on the planet. The competition replicated skills required in Call of Duty: Black Ops. Program elements included custom content that lived on-line and in-book, culminating at the Spike TV Video Game Awards where Jeep was showcased and the winner was crowned. To build excitement, a limited edition Black Ops Wrangler was available for sale.

Results and Effectiveness
The Call of Duty program achieved 100% of Wrangler's overall sales objective, but most importantly, increased sales to millennials by 40% year over year. Jeep Brand awareness increased by 7% and purchase intent increased by 10% during the same time period. Through the Maxim and Spike programs, Jeep was able to engage over 80,000 consumers with 15% of those requesting more information on the Wrangler (compared to 2-3% norm in the automotive category). Wrangler successfully engaged the millennial target and was re-established as a truly American icon in the tradition of the Black Ops Special Forces – effectively and efficiently.