Jeep will offer a limited-edition Wrangler based on the latest installment in the Call of Duty franchise.
Jeep is blurring the lines between fact and fiction, film and reality as it rolls out a special model marking its role in a film based on one of the videogame world’s most popular action titles.
It’ll be hard to tell which is which with the movie, Call of Duty Modern Warfare 3, the latest version of the videogame, a multimedia ad campaign all rolling out at the same time as Jeep’s new 2012 Wrangler Call of Duty: MW3 Special Edition rolls into showrooms.
The limited-edition sport-ute is based on the Rubicon version of both the 2-door Wrangler and 4-door Wrangler Unlimited.
Prices start at $36,495 for the base ute, and jump to $40,070 for the CW3 version of the Unlimited.
Jeep will be running extensive tie-ins to the launch of the new Call of Duty videogame and film.
The MW3 models come in either black or silver, with Call of Duty graphics on the fenders and spare tire covers. The wheels are done up in semi-gloss black. There’s also a “power-dome” hood, one of a number of special features plucked from the accessory bin at Chrysler’s performance and parts division Mopar.
These include a winch-ready front bumper, rock rails, special taillamp guards and special fuel-filler door. Other Mopar accessories available for the Wrangler MW3 include a winch, 2-inch lift kit and 5-spoke wheels.
Inside, the limited edition boasts an assortment of Call of Duty logos on its black seats, dash and even on the grab handle and mats.
Jeep has already done one tie-in to Call of Duty, one of the most popular videogame franchises ever from Activision, selling out the earlier Wrangler version.
All of Chrysler’s various brands are meanwhile looking for new ways to link up with the Mopar brand, which has produced special badged of its own in the last several years.
Expect to be bombarded with ads for the new Call of Duty film, videogame and, of course, the Jeep Wrangler Call of Duty: CW3, including tie-ins, such as social media contest. The new model will help the SUV brand usher in a new slogan for Wrangler, in fact: “The toughest vehicle in the world. Any world.”
Jeep will even introduce new technology electroluminescent billboards in a number of cities.
And the TV commercials, produced by a Hollywood crew, will share intense action sequences with both the Call of Duty videogame and the new film.