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.

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.