Our Jeep Creative team at SapientNitro created a special Call of Duty: MW3 Edition to support the $10 million ad campaign. I researched key terminology (achievement/trophy phrases used by gamers) and incorporated them into the headlines and body copy. Titles such as "Back in the Saddle", "The French Connection", "The Dragon Within", "Locked and Loaded", and "Ground Control" were all trophy phrases that gamers would tag with "Call of Duty" to find cheats, or ways to get through difficult levels, in game play. Google search results were dramatically increased by associating this Jeep Call of Duty page with key phrases. Most phrases pulled up our buzz model page in the top Google page with top three rankings a common occurrence.
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