Credits: Agency: Relevent Strategy, Creative Direction, Executive Producer: Kamau Z. Akabueze, Relevent Art Direction & Production Design: Sean Tribble, Relevent Director: Shane Hurlbut Set Design, Action & Stunt Coordination: Relevent, Bandito Brothers, Heavy Duty Productions Story & Scripts: Relevent, Bandito Brothers, Heavy Duty Productions Course Design: Relevent, STI
The Jeep brand is in its second year of a branded partnership with Activision that features the Jeep Wrangler's integration into the Call of Duty: Modern Warfare Franchise. In 2010 the partnership was supported by television, print and digital advertising along with a sweepstakes. In 2011, Jeep was looking for the partnership to connect more deeply with the COD audience, the gaming community as well as gaming and lifestyle media.
With the legendary capability of the Jeep Wrangler as the foundation, Relevent saw an opportunity to re-frame the test drive experience, delivering the rational product value through the once-in-a-lifetime emotional stimuli. At Activision's 2-day Call of Duty XP conference in Los Angeles - where the latest game in the franchise would be launched - we put Call of Duty fans, media and partners directly in the middle of Modern Warfare.
We secured 12 2012 Jeep Wranglers straight off of the production line We enlisted the action direction and cinematography insights of the legendary Shane Hurlbut. We recruited professional stunt drivers from The Matrix reloaded and Transformers. We developed a scripted action sequence that was directly inspired by a previewed scene from COD: MW3. We hired 40 stunt men, actors and active duty Navy SEALs. We transformed a flat, 5-acre plot of land into a thrilling obstacle. We built a 100-ft Canal, a 150 sq ft pond, a 20-ft hill with a 45-degree ascent and descent. We turned Howard Hughes' historic office building into a tension filled extraction point. We triggered propane explosions, simulated RPG strikes and fired thousands of rounds of blanks. We created a sensation that garnered over 13 million unsolicited target-rich social media impressions in one week.
We created Jeep Ops - the most talked about live-action gaming experience at Call of Duty XP. Amidst the Zip Line, Paintball Map, Pit Run and even the Call of Duty: Modern Warfare 3 game previews, Jeep Ops stood out as the #1 experience (by Activision's own post-event surveys) of the weekend. One that attendees waited up to five (5) hours to experience.
Forbes.com, Digital Spy, 3 News New Zealand along with a number of bloggers, and general consumers lauded the experience as akin to, if not better than some of the most notable and most expensive theme park creations in the world.
Because Every 5 Minutes, For 7 Hours A Day For 2 Action-Packed Days, 2-Jeep Convoys Brought 6 Rabid Fans of The Call Of Duty Franchise Through 11 Minutes of Hyper-realistic, Pulse-Pounding Brand and Product Capability Immersion, Re-inventing the Automotive "test-drive" and Instantly Initiating Them As Apostles of The Jeep Performance Legend.