An Offer to 'Choose Your Adventure' and an Online Interactive Film Drive the Marketing Campaign for the All-New 2007 Jeep(R) Pat
13 Mars 2007 - 8:06PM
PR Newswire (US)
* Unique film helps viewers experience the features and
capabilities of the Jeep Patriot * TV spots, print ads and online
ads are among other elements launching March 15 * 'March Madness'
media will play a big role in the campaign AUBURN HILLS, Mich.,
March 13 /PRNewswire-FirstCall/ -- For the second time in as many
months, the Jeep(R) brand has created a cutting-edge Internet
experience designed to provide consumers an online immersion into
the features and capabilities of the all-new 2007 Jeep Patriot
compact sport-utility vehicle (SUV). "Wolf" TV Spot (May have to
copy and paste web address into your browser):
http://wm.world.mii-/
streaming.net/media/convergent/dcstudios/VIDEO/2007/mar/patriot_wolf.wmv
In February the Jeep brand and Marvel Comics unveiled "The Patriot
Factor," an online adventure comic book whose story line is being
provided by consumers at http://www.patriotadventure.com/. Today,
as part of the nationwide marketing launch for the Jeep Patriot,
the brand introduced "The Way Beyond Trail," an online interactive
film. Consumers can join three characters who drive a Jeep Patriot
while searching for a buried treasure. Consumers directly impact
the evolution of the plot through their viewing choices, making
"The Way Beyond Trail" a unique and truly interactive experience.
Product features of the Jeep Patriot are integral to the story
line. In one scene, for example, the lead female character invites
a group of people to a tailgate party by cranking up the music on
the Patriot's two articulating speakers packaged in the liftgate.
"'The Way Beyond Trail' and 'The Patriot Factor' combine the
timeless magic of story-telling with the power and reach of the
Internet," Jay Kuhnie, Director - Jeep Communications, said. "Both
applications allow us to engage prospective customers of the Jeep
Patriot in an environment that is interactive and entertaining,
which resonates well with them." "The Way Beyond Trail," which goes
live on March 15 at http://www.patriotadventure.com/, is a unique
element of the marketing campaign for the 2007 Jeep Patriot. The
campaign also includes two new 30-second TV spots, print ads,
online advertising, a Hispanic campaign, product integration,
events, direct mail, billboards and other out-of-home elements.
Overall, the theme of the Jeep Patriot marketing campaign, "choose
your adventure," is reinforced within the major elements of the
campaign. For example, "The Way Beyond Trail" has 44 scenes
(ranging from 15-30 seconds in length) and participants choose
their path through the adventure. Even the print ads allow readers
to choose how they will interact with them. Ultimately, the
campaign theme takes its cue from the 2007 Jeep Patriot. That's
because the all-new vehicle delivers the fun, freedom, utility and
best-in-class Jeep 4x4 capability that allows anyone to "choose
your adventure." "The Jeep Patriot is targeted at young, active men
and women who always wanted a Jeep but couldn't afford one," John
Plecha, Director - Jeep Marketing and Global Communications, said.
"Now, these consumers can choose their adventure in a Jeep Patriot
because it delivers the Jeep experience at an affordable starting
price - $14,985." Among the key elements of the campaign are: Media
From now until April 1, Jeep Patriot advertising will be prominent
wherever there's news about March Madness, the NCAA Men's College
Basketball Championship. For example, sports-themed banners about
the Jeep Patriot will appear on virtually every Web site devoted to
sports, including ESPN.com, SportingNews.com,
SportsIllustrated.com, as well as the home pages of AOL and Yahoo!,
among others. The two TV spots will get frequent airing on TV
sports programming such as CBS Sports, College Sports TV, Fox
Sports and College Hoops Network. Print ads already have appeared
in USA Today and will continue during March Madness. The Way Beyond
Trail The main characters are Gary, Srini and Jodi. (The same trio
appears in the TV commercials for the 2007 Jeep Patriot.) Each
online participant becomes the fourth member of the group of
friends on a backwoods camping trip. The story starts around a
campfire when Gary reveals an old family treasure map handed down
from his uncle. The three friends, plus the viewer, decide they'll
be the ones to find it. It is possible to complete the adventure
without viewing all 44 scenes. Part of the challenge and fun is
that some scenes are dead ends. However, players can simply go back
and make a different choice to keep the story going. There is only
one correct path that leads participants to the ending scene of the
interactive film. Participants can customize their experience by
uploading photos and personal information that will reappear as
embedded content within the film. There is also a viral component.
Participants have the option to provide an Emergency Contact person
(name and e-mail address) in the event they get "lost." On the
first instance of encountering a dead end, an e-mail is
automatically sent to their Emergency Contact, inviting them to try
their own luck on "The Way Beyond Trail." TV Spot Descriptions
"Wolf" -- At a riverside campsite, Gary and Srini pull a prank on
Jodi by taking her canoe from the roof of her 2007 Jeep Patriot. As
they head to the river to make their escape, Jodi can't awaken her
male partner. So she fires up the Jeep Patriot and pursues the
pranksters on a path that goes parallel to the river. After driving
through rugged terrain which the Jeep Patriot handles effortlessly,
Jodi stops ahead of the fleeing canoe. On the opposite bank of the
river she spots a wolf on a rock. She takes her forefinger and
thumb and puts them in front of her face. She picks up the wolf
with her fingers and drops it into the canoe. Terrified, Gary and
Srini jump into the river and escape. "Wake Up" -- The interior
features of the Jeep Patriot are highlighted as two campers load
their gear into the rear of the vehicle. A third camper, however,
is asleep in his tent. Nothing rouses him: not his friends raising
the volume of the Patriot's MP3 player, or pointing the flip-down
speakers directly at the tent and blasting music. Finally, one of
the campers takes his forefinger and thumb and puts them in front
of his eye and picks up the guy's tent. He lifts it over the water
and dumps his friend into the lake. "Wolf" will first air on March
15 during the NCAA Men's College Basketball Tournament. "Wake Up"
debuts March 20. Both will run on sports, music, entertainment and
news programming, on late-night shows, and on networks such as Fox,
ABC, NBC, E!, MTV and FX. "Animales" is the title of the TV
campaign targeted at Hispanics. There are two Spanish-language
30-second TV spots scheduled to start airing in April on Univision,
Telefutura, Galavision, ESPN Deportes, GolTV, LatiNation and Mun2.
"Mosquito" -- A chameleon is interrupted by his friend the mosquito
moments before he prepares for lunch. The mosquito explains how he
noticed a new animal -- the Jeep Patriot -- in the forest.
Intrigued, the chameleon follows and tries to make it his next
meal. As the Jeep Patriot drives through the forest, showcasing the
capability of its Freedom Drive II(TM) Off-road Package, the
mosquito follows its every move. Just as mosquito begins his final
approach the Patriot kicks up mud in his face and the mosquito
flies blindly into a tree head first. "Weasel" -- An amorous weasel
wanders through the forest and stumbles upon a new animal -- the
Jeep Patriot -- which seems to be singing a beautiful song. The
Weasel eagerly approaches the Patriot, admiring its classic angles
and modern features, such as the rear-liftgate speakers which
projects the beautiful song throughout the forest. The Weasel is
overcome with emotion and falls in love with the Jeep Patriot.
"Family Tree" is a print ad in English and Spanish that will appear
in such Hispanic publications as Billboard Latino, Futbol Mundial,
Latino U, Urban Latino, Fox Sports en Espanol, ESPN Deportes, among
others. Print Ads There are two versions of an ad called "Connect
the Dots." Each has a photo of the Jeep Patriot in a field of dots
that are assigned to numbers. One set of numbers and dots is red,
the other is blue. Readers can choose to connect the red or blue
dots. Each yields a different image. The other print execution is a
full-page spread with a sticker insert. There are two versions of
this ad. One spread shows a forest scene. It is divided by an
insert that has stickers on both sides. The stickers are removable
pictures of the Jeep Patriot, plus people, clothing and gear that
would be found in a forest. Readers can remove the stickers and
arrange them any way they want on the forest page. The
possibilities for this version of "choose your adventure" are
limitless. The second version of this ad uses a beach scene, with
related stickers that also can be placed wherever the reader likes.
A sampling of the print placements includes sports publications
(Sports Illustrated; ESPN, the annual March Madness Preview Section
of USA Today), music (Rolling Stone, and Spin,), men's lifestyle
(Maxim, Details, GQ, Men's Health,) outdoor/adventure (Surfer, Four
Wheeler, Runner's World) and women's lifestyle (Jane, Marie Claire,
Cosmopolitan). Jeep Brand With the introduction of the Jeep
Patriot, the Jeep brand has expanded to seven models in the 2007
model year, the most available to retail consumers at one time in
the brand's 66-year history. At the start of 2004, the brand's trio
of tough, capable, rugged SUVs included the venerable Jeep Grand
Cherokee, Jeep Liberty (Cherokee outside North America) and the
icon of the brand, the Jeep Wrangler. In 2005, the Jeep Commander
was introduced. In 2006, the redesigned Jeep Wrangler was unveiled.
Also debuting in calendar year 2006 were three more all-new Jeep
vehicles: Jeep Patriot, Jeep Compass and the four-door Jeep
Wrangler Unlimited. DATASOURCE: Chrysler Group CONTACT: James
Kenyon, +1-248-512-2936, , or Carrie McElwee, +1-248-512-2664, ,
both of Chrysler Group Web site:
http://www.media.daimlerchrysler.com/
http://www.daimlerchrysler.com/ http://www.patriotadventure.com/
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