Jeep Gets Starring Role in Sahara
The Chrysler Group’s Jeep brand will play an integral role in the upcoming adventure film Sahara, which will be released in theaters nationwide on April 8.
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| The Jeep Wrangler Unlimited will be integrated into the upcoming flick Sahara |
In the film, master explorer and adventurer Dirk Pitt (Matthew McConaughey) uses his Jeep Wrangler Unlimited to venture into some of the most dangerous regions of the world. Crossing unforgiving sand dunes, dry riverbeds and treacherous borders, Pitt tracks down the answer to a 150-year-old mystery by going where only a Jeep vehicle can take him. The Jeep Grand Cherokee is also featured in the film.
Jeep is partnering with the movie’s producers, Paramount Pictures and Bristol Bay Productions, for what it calls a “brandCasting,” or product placement that involves the use of its vehicles as a character in a meaningful role.
“We look for opportunities that allows the brand to play an actual role, and
Sahara was a natural fit,” said Jeep spokesperson Suraya DaSante. “The Jeep Wrangler Unlimited is the vehicle that gets them out of trouble. When we look for Jeep opportunities, we look at things where Jeep can be a hero, show its on- and off-road capabilities, and when there is an opportunity to put Jeep in the most positive light.”
An extensive marketing and publicity campaign surrounding the release of the motion picture is underway.
In addition to ads and footage that can be seen on
Jeep.com, the campaign will be complemented by efforts across all marketing platforms, including print, Internet, TV, gaming and dealer promotions. The campaign will also include actual behind-the-scenes footage of a rescue mission involving the film’s cast and crew and the Jeep brand during a flash flood on the set. Jeep Wranglers that were being used in the movie brought the cast and crew to safety, DaSante said.
Jeep also plans to produce 1,000 Limited Edition Wrangler Unlimited
Sahara vehicles.
Jeep previously collaborated with Paramount Pictures on the 2003
Lara Croft Tomb Raider: The Cradle of Life.
