Jeep Kicks Off New 'Call of Duty' Ad Campaign

PHOTO: A cardboard display advertises the highly anticipated video game, "Call Of Duty: Modern Warfare 3" at a GameStop Corp. store.PlayEthan Miller/Getty Images
WATCH "Call of Duty" Hits Stores

You've played the game, and soon you'll be able to drive the car.

Just in time for the midnight release of the game Call of Duty: Modern Warfare 3, Jeep today launched an ad campaign to promote its latest Wrangler model, inspired by the popular video game.

The new marketing strategy encompasses traditional TV and print advertisements, as well as an online sweepstakes on Facebook and backlit electroluminescent billboards that will change displays by day and night. The technologically-advanced billboards will be on display in Los Angeles, New York and Chicago.

"This is more than an advertising campaign, this is a true experience that captures the excitement one feels when playing Call of Duty: Modern Warfare 3 and when driving the all-new 2012 Jeep Wrangler Call of Duty: MW3 Special Edition," Olivier Francois, chief marketing officer of Chrysler Group LLC, said in a statement Monday. "The production team for the TV commercial consisted of award-winning motion picture talent and the set was created with detailed elements taken directly from the game."

According to, the campaign is said to cost an estimated $10 million.

The new limited edition Wrangler -- tagged "The toughest vehicle in the world. Any world." -- will be available in Jeep showrooms next month. It will be sold as a two-door and four-door model, with suggested retail prices of $36,495 and $40,070, respectively.

The 4x4 SUV will feature 32-inch off-road tires; Call of Duty: MW3 Special Edition graphics on the front fenders and spare tire cover; Call of Duty logos on the seats, dashboard grab handle and floor mats; and will come in either black or bright silver.

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