W+K, Dodge Ask ‘How Long Can You Keep Your Hands on Ron Burgundy?’

By Erik Oster 

W+K and Dodge kick off an unusual digital contest today, “Hands on Ron Burgundy,” the latest in the cobranded marketing collaboration between Dodge and Anchorman 2: The Legend Continues. Based on the “Hands on a Hard Body Contest” — developed at a Texas auto dealership in the 1980s, that saw contestants compete to win a vehicle by keeping their hands on their desired automobile the longest — “Hands on Ron Burgundy” sees fans compete by “using a computer mouse or touchscreen to place their ‘hands’ on a digital image of Ron Burgundy.” The contestant who keeps their “hands” on Burgundy the longest in a single session time will win a new 2014 Dodge Durango. There are also hundreds of other prizes, including three trips to the premiere of Anchorman 2: The Legend Continues in New York on Dec. 15.

Hosted over at Funny or Die, the contest debuts today and runs through Nov. 25. Throughout the competition, Dodge will also be offering “mini-games and challenges to draw fans in and keep them engaged, while also learning about features and attributes of the new 2014 Dodge Durango.”


“Hands on Ron Burgundy” seems appropriately ridiculous for the Anchorman series, and fans should have a lot of fun with it. So far the partnership with Anchorman 2 has worked well for Dodge, with visits to the Dodge website up 80%, and “shopping” activities at the site up 100% since the beginning of the tie-in campaign. With the film’s national release of December 20th quickly approaching, fans’ anticipation should work in the campaign’s favor. Credits after the jump.Credits


PROJECT NAME: Dodge and Ron Burgundy Digital | Hands on Ron’s Hard Body

CONTENT TYPE: Video – Contest – Games

CLIENT CONTACT: Melissa Garlick

LAUNCH DATE 10/21/2013


URL: BurgundyDodge.com



Creative Director: Aaron Allen / Michael Tabtabai / Kevin Jones

Copywriter: Mike Egan / Sam Dolphin

Art Director: Chuck Carlson / John Dwight/ Danielle Delph

Executive Interactive Producer: Patrick Marzullo

Sr. Interactive Producer: Ben Oh

Jr. Producer: Peter Hironaka

Technology Director: Nilesh Ashra

Creative Technologist: Grant Thomas / James Steele

Digital Strategist: Zack Jerome

Social Strategist: Sarah Biedak

Account Team: Lani Reichenback / Kyleen Caley / Tyler Tory-Murphy

Art Buying: Jennifer Spiller / Andrea Bakas

Studio Artist: Nick Ostini

Project Manager: Tamar Berk

Studio Manager: Sarah Starr

Business Affairs Manager: Dusty Slowik

Executive Creative Directors: Joe Staples / Susan Hoffman



Development Partner Company: Legwork Studios

Executive Producer: Matt FaJohn

Jr. Producer: Justin Bain

Lead Developer: Matt Wiggins

Developer: Matt Flesher / Keith Driessen

Designer: Sean Klassen



Partner Company: Funny or Die