CLIENT: JEEP, BBDO | RELEASED: FEB 2007
CHALLENGE
Jeep made several improvements to the 2006 Wrangler, including superior ground clearance, more storage capacity, and a better sound system. They challenged Fuel to create an online experience that features several of these improvements while reinforcing Jeep's position as synonymous with adventure in a fun way, geared toward the 25-35 year old market segment.
STRATEGY
We set out to deliver Wrangler product information through demonstration and narrative in a game experience. To create buzz around the game, we got the rights from Warner Bros. to promote the vehicle through and entertaining mash-up with The Goonies, the 1985 treasure-chase classic.
The movie was a perfect fit for what we wanted to achieve because it is a fun, feel-good adventure that has gained a cult following primarily among children and teens of the 1980s. Considering that one of the movie’s memorable quotes is Sloth’s “rocky…roooaaaad”, working Jeep’s attributes into the gameplay was a natural fit.
CREATIVE & EXECUTION
We brought back The Goonies for an adventure that leads the old gang on a hunt for the lost treasure stolen from One-Eyed Willie, hidden somewhere off the coast near Astoria.
In the game, players drive around in a Jeep Wrangler picking up pieces of a map that leads to a secret pirate cave, race along the beach to the entrance, and drive through the cave avoiding ‘booty-traps’ to locate the treasure. Players will have to hurry though, the Fratelli crime-family is back to their old tricks and will stop at nothing to get to the treasure first.
Fuel Sounds, our in-house sound studio, produced the entire soundtrack for the game, including six Goonies-inspired driving tracks and the in-game dialog.
Players are informed prior to each level which Wrangler features help the Goonies pass the level. Throughout their quest, players discover several benefits of the new Wrangler, including:
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Four doors
“Freedom Top” Convertible
Electronic stability program
4-Wheel Disc Anti-Lock Brakes
60/40 rear split
Large lockable Rear Under Floor Storage
Sway bar disconnect system
A feeling of youthful adventure that Jeep provides
