Event TV: Jeep's live Mission Renegade experience with Warner Bros

Jeep hosted a live driving experience in partnership with Warner Bros. Pictures last weekend (1-3 April), to celebrate the premiere of the new Batman v Superman: Dawn of Justice film.


The themed driving experience, coined Mission Renegade and created by agency World of Initials, saw select individuals test the capabilities of the Jeep Renegade model first-hand.

They received a mission map at the start of the experience, and were challenged to drive the vehicle through a number of obstacles at a site in Bicester, Oxfordshire.

These included a bridge comprised of tree trunks, which were spaced out and subsequently required care and attention on behalf of participants, a body of water and flames. A diused aircraft hangar housed some elements of the experience. 

Attendees were also able to view the film’s Batmobile in the flesh, as well as the limited edition Jeep Renegade Dawn of Justice automobile, of which there are 500 models available in the UK.

The agency captured attendees' expressions as they came into contact with the Batmobile, and the images were could be shared on Facebook.

Participants were selected based on their involvement in an interactive online experience, similarly named Mission Renegade, which was launched earlier in the year. 

The live experience concludes Jeep’s activity around the film, of which it is the official car partner.

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. Additionally, the event provides customers with the opportunity to see the special edition Renegade 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 will be 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 is in keeping with the film."

Jeep initially revealed details of the experience in February.

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