With the release of a new Durango, Dodge looked to create a timely and memorable collaboration that changed brand perception and incentivized engagement.
ROLE
ART DIRECTOR + DESIGNER
SKILLS
art direction
graphic design
typography
woodworking
web design
social media
Team leadership + Management
integrated marketing
agency
wieden + kennedy
We partnered with San Diego’s very own Ron Burgundy in conjunction with the release of Anchorman 2. Reimagining the time honored car dealership tradition where people would keep their hand on a car the longest, we created 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 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!.
Results
1.7 years
In just the first three days, players spent a total of 1.7 YEARS with Ron & the Durango on the interactive site
40%
increase in Dodge Durango Sales after commercial and interactive game release