When Jeep created the Call of Duty Modern Warfare 3 Edition of the Jeep Wrangler, our challenge was not simply to sell the vehicle, but to use it as a way to drive engagement and consideration for the Jeep brand among our target consumer. We discovered that gamers live vicariously through Call of Duty. That by playing the game, they are able to experience a kind of action and adventure they assume only exists in media. We wanted gamers to see that they could experience the action and adventure of the virtual world in the real world. Our TV commercials blurred the line between the real and virtual worlds and demonstrated the Jeep Wrangler’s dominance of both.