The Drum Awards Festival - Extended Deadline

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By Katie Deighton, Senior Reporter

April 4, 2016 | 2 min read

Jeep has wrapped up its wide-reaching sponsorship of Batman V Superman: Dawn of Justice with the creation of a live recreation of its online blockbuster experience.

The Mission Renegade driving activity promised to provide Jeep’s customers with a ‘thrilling’ obstacle course. A series of challenges, such as ramps, rubble, fire and fog, were set out for the participants to tackle in a special edition 4x4 Jeep Renegade, while Batman’s Batmobile was also on display.

Professional drivers were on-hand to help guests tackle the track, as well as highlight the Renegade’s functions.

Developed by live marketing agency World Of Initials, the live activation was based in an airplane hangar in Bicester, Oxfordshire last weekend (1-3 April).

Earlier this year the automotive brand began its campaign around the superhero franchise with the creation of an advertising campaign and online experience, which were created in collaboration with filmmaker Warner Bros. The latter featured a special trailer that included exclusive vehicle footage from the movie.

Jeep has also produced 500 limited edition Dawn of Justice Renegade models – offering consumers the chance to display their allegiance to Superman or Batman with a special badge.

Damien Dally, head of brand at Jeep UK, said: "This event not only showcases the Renegade’s off-road capabilities but allows people to get behind the wheel, to see for themselves why the new car has been such a success in the UK. It also it provides a fantastic opportunity to celebrate the partnership we have with Batman V Superman: Dawn of Justice."

Rachel Bateman, head of live engagement at World Of Initials, added: "This has been a hugely exciting campaign combining an interactive digital platform ’Battle of the Renegades' with the live environment for ‘Mission Renegade'. This event [is] the culmination of the campaign where guests will be able to test out the Renegade’s true form in such a dynamic environment.

"The aircraft hangar provides a perfect backdrop for the event and in keeping with the film."

Driving Warner Bros Discovery Batman V Superman: Dawn of Justice

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