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Jeep WranglerDate of Program: November – December, 2010

Contributing Team Members: D. Smith, B. Elliott, C. McLaughlin, A. BestMedia Channels: Gaming, Print, Online, Broadcast

Jeep Wrangler was struggling to connect with a younger, hard-to-reach target audience. Foreign manufacturers, (like Subaru Forester and Kia Sportage), were gaining market share. And Wrangler's legendary capability and "war-hero" heritage were largely unknown to this target. With an ambitious goal of selling 23,000 units in two months, we realized that 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 can.

Challenge.

After considerable research, we found this younger audience presented certain challenges. They are extremely savvy, well informed and quite wary of marketing that directly targets them. Since advertising alone would not be enough to move this highly sought after target to consider the brand, we needed to live in their world, gain their acceptance and earn their respect. Our goal was to engage them in an environment where we could demonstrate Wrangler’s unique ruggedness and capabilities using a non-traditional marketing approach.

Insight.

We aligned with a leading gaming company (Activision) and developed a fully integrated communications plan that included co-branded broadcast, print, online, promotions and events. More specifically, we integrated Jeep Wrangler into the fastest selling, most successful and highest grossing video game of all time: Call of Duty; Black Ops. This exclusive partnership helped forge a relationship with our target and immerse Jeep’s heritage and capability within their key environment - gaming. In addition, our partnership, led Jeep to create 1,500 special “Call of Duty” limited edition vehicles. Additional partnerships and extensions emerged with Maxim’s “Warrior Challenge” and Spike TV’s “Video Game Awards.”

Solution.

Call of Duty Video Game– An integrated partnership created to

demonstrate how pure determination and the right equipment allow you to explore the unknown and conquer the most impossible situations

– Jeep to be the exclusive automotive category partner for Call of Duty: Black Ops. Program supported by a nationwide co-branded TV, Online and Print campaign as well as major Social Media and Event support

– Custom co-branded creative is required

Jeep Wrangler Partnership & Integration– November 9, 2010 game launch– Event & public relations

Strategic Partnership.

Co-Branded Creative Media Properties

Media Campaign.

Program Recap.

Number of Vehicles sold - achieving quarterly sales goal.1,500 COD Limited Edition models sold out at a premium

price.

Click Through Rate - Higher than industry average of .05% - which contributed 361,374 visits to Jeep

Number of COD: Black Ops Games sold.

22,687

.18%

60MM

Average number of hours gamers have spent with the game – 87 minutes per day (exceeds the 55

minute average users spend with Facebook)

600

80,000+ Number of Sweepstakes entries. 15%

opted for more information.

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Campaign Delivery.

Thank You!!