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Ron Burgundy joint promo

by David Zatz on

burgundyDodge and Paramount Pictures have created “Hands on Ron Burgundy,” an endurance challenge, to promote the 2014 Dodge Durango and Anchorman 2: The Legend Continues, in theaters December 20, 2013.

“Hands on Ron Burgundy” runs from today to November 25 on the “Funny Or Die” comedy video website; fans must use a computer mouse or touchscreen to place their “hands” on a digital image of Ron Burgundy. The contestant who “touches” Burgundy the longest in a single session time wins the grand prize of a 2014 Dodge Durango; hundreds of other prizes will be awarded, including three trips for two people each to attend the New York premiere on December 15 (including airfare).

Since the tie-in campaign with the film launched in October, visits to the website page are up nearly 80%, and “shopping” activities on the website (find a dealer, build and price) have doubled.

Dodge has mini-games and challenges as part of the site as well, including the “Horsepower” video game (collect 360 horses, equal to the Durango V8).

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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