The objective of this viral was to build anticipation and awareness for the opening of the second HUMMER Academy on the planet in Bahrain, the initial academy is located in South-bend USA. The HUMMER academy will include a state of the art obstacle course where 4x4 enthusiasts learn everything there is to learn about off-roading, recovery and navigation.

The viral's target is HUMMER owners and car enthusiasts aged between 21-40 years.

The viral is present on the HUMMER Arabia website and was sent by email burst to selected target groups.