Jeep has partnered with Warner Bros. Pictures to become the official car partner of the hugely anticipated action adventure, Batman v Superman: Dawn of Justice.
The link-up with Warner Bros. Pictures kicked off during production, when Jeep’s Renegade SUV model was deployed through the streets of Metropolis with Bruce Wayne, aka Batman, at the wheel for a key scene in the film.
Jeep UK also launched an innovative online experience and advertising campaign, created in collaboration with the filmmakers.
The ‘Battle of the Renegades’ interactive experience was created and led by World of Initials with Brave Spark Media supporting.
Participation in the interactive online experience rewards those with a range of prizes, including live driving experiences, cinema tickets to Batman v Superman: Dawn of Justice, as well as other related digital content.
The live event was held at a fitting venue in Bicester, Oxfordshire, on ex Ministry of Defence land. 1,000 invited guests from the online experience could drive the Jeep Renegade over a variety of obstacles, such as a high bridge and see-saw, to demonstrate the agility and technical ability of the car.
The experience, that kicked off on the 29th of March for 6 days, took place in a 3500 sq. metre disused aircraft hangar. Photo opportunities and face-painting for the children were also available.
Rachel Bateman, head of live engagement at World of Initials, said: “This has been a hugely exciting campaign combining an interactive digital platform with the live experience environment. This will be the culmination where guests will be able to test out the Renegade’s true form in such a cool environment. The aircraft hangar provides a perfect backdrop for the event and in keeping with the film.”