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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).

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