In the 1980's, car dealerships held competitions to see who could keep their hand on a car the longest. Whoever won, kept that car. The Anchorman 2/Dodge Durango campaign decided to create a one-of-a-kind digital version of that contest.
Hands on Ron Burgundy ran on Funny or Die, testing fans' perseverance using a computer mouse or touchscreen to place their "hands" on a digital image of Ron Burgundy. The contestant who "touched" Burgundy the longest in a single session time won a new 2014 Dodge Durango.
Before the game began, we created 3 custom kits to send to gamers,
tech writers, car bloggers, and more to kick start the conversation.
Social media, print, FOD homepage takeover, and digital advertising
also helped to created buzz for the game launch.
The day the competition began, we followed social media to see what people
were saying about the competition. Those were played were sent motivational posters, Tweets from Ron, and food deliveries to keep them going.
A variety of prizes were created for the top 400 contestants.
The most notable were a Dodge Durango, a Ron Burgundy mustache body pillow
with comb, Ron Burgundy Musk scented car air freshener, autographed picture,
Sex Panther cologne, and leather bound copy of Ron's Book Let Me Off at the Top!.