Wednesday, November 20, 2013

Dodge, Paramount Pictures, Kick Off Innovative 'Hands on Ron Burgundy' Endurance Challenge

November 18, 2013 , Auburn Hills, Mich. - Legendary news anchorman Ron Burgundy has touched the lives of millions of Americans and now there is a way for his fans to touch him.

The Dodge brand and Paramount Pictures kick off "Hands on Ron Burgundy," an innovative endurance challenge with a digital spin, as the latest installment of their co-branded marketing collaboration that casts Burgundy as the new face of the new 2014 DodgeDurango and promotes the holiday release of the upcoming film "Anchorman 2: The Legend Continues," in theaters Dec. 20, 2013.

"Hands on Ron Burgundy," which runs from Tues., Nov. 19 to Mon., Nov. 25, exclusively on the "Funny Or Die" comedy video website, tests fans' perseverance using 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 an all-new 2014 Dodge Durango. Hundreds of additional prizes will be awarded, including three trips for two to New York to attend "Anchorman 2: The Legend Continues" movie premiere on Dec. 15. Contestants can view a teaser video and enter the contest at

“The widespread conversation the Ron Burgundy Dodge Durango campaign is generating has significantly increased awareness of the new Durango and is transforming that conversation into consideration,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “The 'Hands on Ron Burgundy' endurance challenge is Dodge's latest example of creating innovative and humorous ways for fans to engage with our brand, learn more about our vehicles and turn that interest into shopping for a new Durango. Plus, this contest is really classy, just like Ron himself."

Since the tie-in campaign with the film launched in October, visits to the website page are up nearly 80 percent and “shopping” activities on the website (find a dealer, build and price) has increased by more than 100 percent.

"This Dodge Durango campaign continues to offer Anchorman fans more ways to engage with the fun of the upcoming film," commented LeeAnne Stables, Executive Vice President of Worldwide Marketing Partnerships for Paramount Pictures. "The total creative collaboration with our friends at Funny Or Die, the Dodge agencies and the studio creative teams, and the filmmakers themselves, is what makes this unique."

A custom built, one-of-a-kind experience, "Hands on Ron Burgundy" is the Dodge brand's original take on the "Hands on a Hard Body" contest – first created by a Texas auto dealership in the 1980s and later gaining mass attention from an award-winning documentary film – where contestants compete to win a vehicle by keeping their hand on the vehicle the longest. It was created in partnership with Portland, Ore-advertising agency, Wieden+Kennedy, development partner and design studio, Legwork, and the team at Funny Or Die.

Throughout the competition, Dodge also has mini-games and challenges to draw fans in and keep them engaged, while also learning about features and attributes of the new 2014 Dodge Durango. The goal of the "Horsepower" video game, for example, is for drivers to collect 360 horses (equal to the Durango's 360 horsepower engine). In the "Catch the Girls" game players need to direct six of Burgundy's "babes" falling from the sky into the Durango's sunroof to sit in the passenger seats, filling the Durango's seven seats.  The other three games - "Dirty Dancers," "Durango Car Wash" and "Flute Battle" - each have their own humorous way of showcasing the new Durango.

The new 2014 Dodge Durango arrived in dealerships in North America in October. "Anchorman 2: The Legend Continues" releases nationally in theaters December 20, 2013.

With the '70s behind him, San Diego's top-rated newsman Ron Burgundy (Will Ferrell) returns to the news desk in "Anchorman 2: The Legend Continues." Also, back for more, are Ron’s co-anchor and wife Veronica Corningstone (Christina Applegate), weather man Brick Tamland (Steve Carell), man-on-the-street reporter Brian Fantana (Paul Rudd) and sports guy Champ Kind (David Koechner) - all of whom won’t make it easy to stay classy … while taking New York and the nation’s first 24-hour news channel by storm. Produced by Judd Apatow, Will Ferrell and Adam McKay. Written by Will Ferrell and Adam McKay. Directed by Adam McKay.

How It Works
"Hands on Ron Burgundy" launches at noon Eastern Time (ET) on Tues., Nov. 19 and ends at 2:59 a.m. ET Mon., Nov. 25. The fan who can "touch Ron the longest" in a single session will win the grand prize, a 2014 Dodge Durango. A leaderboard will showcase the leading contenders with the longest time. No matter where players are on the leaderboard, hundreds of other prizes will also be awarded throughout the challenge period

Players log in using either their Facebook or Twitter accounts. Once logged in, contestants need to hold their mouse cursor (or finger if using a smartphone) down inside the specified area (hot spot) on Ron Burgundy. As the game progresses, the hot spot changes. There will be periodic breaks where contestants can watch videos and periodic games where contestants can earn bonus points.

Contestants must be 18 years or older and reside in the United States. They can play as many times as they want, however only their top score counts toward contest prizes.

For a complete list of prizes and contest rules, go to

The contest is sponsored by Chrysler Group LLC.

About Dodge Brand
The Dodge brand is tearing into its centennial year with a keen eye focused on the future and a desire to create vehicles customers can’t wait to drive and are proud to park in their driveways. With 100 years of history, Dodge is building on the technological advancements of the ‘30s and ‘40s, design evolution of the ‘50s, the racing heritage of the ‘60s, the horsepower of the ‘70s, the efficiency of the ‘80s and unbelievable styling of the ‘90s as it paves the road to its future. New for 2014, the Dodge Durango “is kind of a big deal,” with a new eight-speed transmission that delivers up to 25 miles per gallon on the highway, a new 8.4-inch Uconnect Touch infotainment center and best-in-class power, towing and fuel economy, in addition to its class-exclusive technology. The new Durango joins the new 2014Dodge Dart with its new 2.4-liter Tigershark engine, as well as the 2014 Avenger, Challenger, Charger, Journey and a 30th Anniversary Grand Caravan. This 2014 Dodge lineup includes five Insurance Institute for Highway Safety (IIHS) Top Safety picks and Top Safety Pick +, five vehicles with best-in-class power, seven vehicles that deliver 25 miles per gallon (mpg) or higher, three vehicles that deliver 31 mpg or higher and three vehicles that offer seating for seven.

About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NASDAQ: VIAB, VIA), a leading content company with prominent and respected film, television and digital entertainment brands. Paramount controls a collection of some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV Films, and Nickelodeon Movies. PPC operations also include Paramount Home Media Distribution, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.

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