Chrysler: Drive of Duty

The Call of Duty: Black Ops video game launched last week to an unprecedented fanfare of fan support, as gamers clambered over each other in order to net a copy of the year’s biggest title. The game racked up first day sales of $360M (It’s worth bearing in mind just how vast this figure is, “Harry Potter and the Half Blood Prince” holds the record for the largest worldwide opening day for a movie at $104M).

Naturally where there are high audience numbers there are brands looking to cash in on the surge of interest around the game. One such brand is Chrysler, which has unveiled a limited edition Jeep Wrangler Call of Duty: Black Ops Edition. The vehicle – which retails at around $33,000 – features all the usual elements of the brand’s most coveted vehicle, with the addition of various trim extras, including Call Of Duty: Black Ops branding.

“This is the first time we have produced a vehicle based on a video game and it may be a first for the industry,” said Jeep Chief Executive Mike Manley. A virtual version of the jeep features within the actual game, having been built into the core of the gameplay.

“Our work with the Jeep team focused around using the Jeep Wrangler in our levels, and gameplay experiences, and translating the style and look of the vehicle in Black Ops to the Jeep on the showroom floor that our fans can own,” said Mark Lamia, who heads up Black Ops developer Treyarch. “It was important for us to make sure that the Jeep partnership would be authentic and enhance the setting we immerse our fans in with Black Ops”.

It’s an interesting crossover, catering directly to the hardcore gamer – despite the fact it doesn’t have a mounted machine gun. With limited edition packages of video games on the rise players are eager to net a gaming experience with additional benefits, be these additional levels, bespoke packaging or virtual goods. Whether this desire for limited edition content can extend to high end purchases remains to be seen, and it will be interesting to see how many of the 2,500 and 3,000 production run make it out of the game and onto the streets

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