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
CLIENT: Dodge
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
DURATION OF CAMPAIGN: 2 Weeks
URL: BurgundyDodge.com
W+K PORTLAND
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
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
ADDITIONAL PARTNER
Partner Company: Funny or Die