Comic book movies are big business. Indeed, the genre has evolved from its fringe beginnings (anyone else remember Howard the Duck?) to effectively monopolise mainstream cinema. Even though Marvel has done its best to corner the market over the past decade, DC heroes Batman and Superman are still arguably the two most recognisable names amongst fair-weather fans.
So the upcoming blockbuster, “Batman v Superman: Dawn of Justice,” which stars Ben Affleck and Henry Cavill in the title roles, and was directed by Watchmen and Man of Steel's Zack Synder, should, regardless of its standalone merits, be one of the biggest superhero movies of all time, and as such, brands are falling over themselves to get involved.
“Jeep’s partnership with Batman v Superman: Dawn of Justice was an exciting opportunity for us to create a unique brand experience”
Whilst other brands, such as Turkish Airlines (with a little help from CP+B), have attached themselves to the movie in one form or another, the first to make a significant impact is iconic 4x4 SUV brand Jeep, who are celebrating their 75th year in business by becoming the official car partner of Batman. Yes, that's right, whilst Bruce Wayne will, of course, be driving the Batmobile in the upcoming film, he will also be driving a Jeep Renegade. Arguably even cooler.
The link-up with the film's studio Warner Bros Pictures kicked off during production, when the Jeep Renegade SUV, which apparently features the best off-road capabilities in its category, was deployed through the streets of Metropolis with Bruce Wayne (aka Batman) at the wheel during a key scene in the film. That's not all though, as Jeep has taken the partnership a step further by launching an innovative online experience and advertising campaign, created in collaboration with the filmmakers.
Introducing Battle of the Renegades
Prior to the release of the film, fans can get a sneak peek at previously unseen vehicle footage provided to Jeep UK in a special trailer, which is only viewable as part of the online experience. The interactive experience created and led by World of Initials and Brave Spark Media is available via the dedicated website in the run up to the film’s release, and allows users to choose their allegiance to the Bat or the immortal Alien and “Become a hero themselves” by using the Jeep Renegade to help others and evade impending doom (naturally). Participation in the “Battle of the Renegades” experience will be rewarded with a range of prizes, including live themed driving experiences and cinema tickets, as well as a range of other related digital content.
“This partnership not only showcases the Renegade’s off-road capabilities, but aligns with our brand values of enabling people to go anywhere and do anything”
Rachel Bateman, Head of Live Engagement at World of Initials, said: “Jeep’s partnership with Batman v Superman: Dawn of Justice was an exciting opportunity for us to create a unique brand experience that would engage a broad audience base. The interactive experience invites the viewer to become a hero and help people evade impending catastrophe by defeating obstacles, explosions and rough terrain with the help of a Jeep Renegade.” Damien Dally, Head of Branding at Jeep UK, added: “To be involved with these two ultimate Super Heroes, Batman and Superman, is a very exciting moment for Jeep. This partnership not only showcases the Renegade’s off-road capabilities and why it’s such as success in the UK, but also aligns with our brand values of enabling people to go anywhere and do anything.”
Honestly, it boils down to little more than following a few on-screen prompts, but it's all so dark, glossy and cool, and there is definitely a sense of immersion, especially when wearing headphones. Plus, it's a really nifty way of showing of the car's features, whilst also tying into the atmosphere and vibe of the movie, which I wasn't stoked for at first, but am definitely starting to come around to the idea of. I'd also quite fancy a Jeep Renegade, but will settle for watching the film in glorious IMAX when it's released he in the UK on March 25.
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. He's definitely team Batfleck.
