"Everything the Rubicon can do in the game, it can do in reality," said Jeff Bell, Vice President, Jeep, Chrysler Group. "Along with being fun, Jeep games are exciting because they instruct the user on how to utilize Jeep's 4x4 capabilities to experience real Jeep adventure. This game is one of the first in a series of driving games that we are developing."
"Jeep 4x4: The Trail of Life" is one part of a 360-degree integrated marketing campaign built around the Jeep vehicle's role in the movie and the debut of a special limited edition Jeep Wrangler Rubicon Tomb Raider model. The game takes place in the adventurous Mayan jungle and features high-graphic imagery that can be downloaded and played on computers. While on the trail, 4x4 challenges such as steep inclines and fording water must be conquered in order to earn points. Extra points can be received each time the user puts the Jeep Wrangler Rubicon's rugged capabilities into action.
Upon completion of the course, three options are offered: return to camp and start a new game; check out the production version of Lara Croft's vehicle on Jeep.com; or visit the official "Lara Croft Tomb Raider: The Cradle of Life" Web site.
The Jeep.com Web site also features a special section dedicated to "Lara Croft Tomb Raider: The Cradle of Life." Visitors to the site can download screensavers, obtain computer wallpaper, view movie clips and acquire information on how they can purchase the actual Jeep Wrangler Rubicon Tomb Raider model.
Based on the Jeep Wrangler Rubicon design and created specifically for the movie, the Limited Edition Jeep Wrangler Rubicon Tomb Raider model highlights the unbeatable capability of the Wrangler Rubicon in extreme conditions. Unique exterior features on the Wrangler Rubicon Tomb Raider model are 16-inch Alcoa forged aluminum wheels and Tomb Raider badging. A number of standard Mopar® accessories are also available on the vehicle including a light bar, riveted fender flares, tubular grille guard, diamond plate bumper guard, rock rails, fog lamp and taillamp guards, black tubular grille guard, fog lamps with brush guards, riveted fender flares in graphite, aluminum diamond plate bumper guard in black, black rock rails and taillamp guards.
Intended to be a collector's vehicle, a limited edition of just over 1,000 vehicles are available now at dealerships across the U.S. The base price of the Wrangler Rubicon Tomb Raider is $28,815, including destination.
"Jeep 4x4: The Cradle of Life" was developed in partnership with Terminal Reality, BBDO Detroit and Organic, Inc.