Lesson: Survival/ Cool Space Suits Activity: Keeping Your Cool
“Keeping Jeep Cool”
description
Transcript of “Keeping Jeep Cool”
“Keeping Jeep Cool”
Christine MacKenzieExecutive Director – Multi Brand Marketing & Agency Relations
Chrysler Group
Product Expansion
• From 3 vehicles to 7 in 18 months
Growth Process
• Identifying a new audience– Go beyond the core “jeeper”
• Connecting with this new target– Use of new media and measuring results
• Making the message relevant to audience– Maintain Jeep core while expanding its appeal
Who is this target?
• Younger
• More Connected
• New to Jeep
Wrangler
• Product: Jeep Wrangler Unlimited (4 Dr)
• Connection: Website video, music & action sports
• Tactics: – Lifestyle video on website “Weekend with Wrangler”– Sirius promotion w/Tony Hawk
Wrangler Results
• 700K+ visits in 16 days– 16% of all Wrangler site visitors
– 60% watch entire video
PARTNERSHIP
:30 sec television execution featuring Tony
Hawk promoting Jeep Wrangler Unlimited and
Sirius Satellite Radio
Co-branded promotion with Sirius Satellite
Radio, Jeep and Tony Hawk
TV OFFER
Special incentive offer on Sirius subscription
Wrangler: Sirius Radio Promotion
Compass
• Product: Jeep Compass• Connection:
– LOST ARG– Music Social Media
• Tactics: – Pre-Launch Partnership with ABC LOST– Launch with Uncharted Music Tour
Compass: "Lost ARG Experience”Approach• Prospects are avid viewers of ABC’s “Lost”
• Engaged visitors by leveraging program’s inherent elements of intrigue and surprise
• We worked with ABC writers to develop “fiction on the fly” content
• Clues were placed across the Web on YouTube, Wikipedia, Jeep.com, etc.
• 104 different Web properties involved in the campaign – many created by the players
ON AIR ONLINEPRINTWIRELESS
Spots for fictional foundation
air within Lost, driving consumers to 800 number and LetYourCompass
GuideYou.com
Consumers call 800 number for
clues and hear a Jeep radio spot while on hold
Additional clues are hidden in Compass
ads in People & Entertainment Weekly. Story
progressed through NY Times ad
Let Your Compass Guide You.com
microsite created with clues. Secret video and podcast
embedded in Jeep.com
EVENTS
Experience characters appear at Uncharted
concert events and Apollo candy bars given out at
Jeep events
Compass:“The Lost Experience”
Compass: “Lost” Results• In one month, we generated seven-figure traffic
Converted 40% of traffic to the Jeep site
80% of traffic was entirely new to Jeep
Time spent on the site was more than 3x average
Compass: Uncharted
Approach• Music: Worked with GMR to
engage eight emerging artists to participate in "Uncharted: The Jeep Compass Music Tour".
• The tour began on August 24th with a kick-off concert in Central Park headlined by G. Love & Special Sauce.
• Built supporting sites on MySpace and Facebook.
ON AIRONLINE/Social
NetworksONLINE/
Broadband
Emerging artists music tour with 286 performances
and 62,000 attendees
Profiles on MySpace and
Facebook, provided tour info, music downloads.
Generated WOM promotion
Ad in New York’s Village
Voice to promote
Central Park kickoff event
One hour syndicated program
“Uncharted” distributed and promoted via Google video
EVENTS
One hour behind-the-
scenes program airs
through syndication syndicated program
Compass:Uncharted Music Tour
Compass: Uncharted Results• 30K + “Friends”
• 290K music plays
• 1M + unique visits
Patriot
• The product: Jeep Patriot
• The connection: A web adventure experience
• The tactic: Fully integrated TV, Print, Web - including “Way Beyond Trail” adventure
“Choose Your Own Adventure” Patriot launch spots drive
consumers to Jeep.com where they can
experience interactive film
ON AIR
Consumers engage with
interactive film and make story
choices throughout
ONLINE
Banner ads and :15 short webisodes
engage consumers driving them to
interactive film on Jeep.com
PRINT WEBSITE
Magazine “Connect the dots”
creative drives consumers to
interactive film on Jeep.com
Patriot:“Way Beyond the Trail”
TV Ad WBTOnline Experience
Jeep.comHomepage
Trailer onYouTube
FacebookProfile
Patriot Integration
Patriot: “The Way Beyond Trail”Approach• Drive all TV, Print, and Web advertising to a fun, one-of-
a-kind online experience PatriotAdventure.com
• Allow visitors to define the story line (while subtly learning about the new Jeep Patriot)
• Provide visitors with options to engage–Customize with name, photo, etc.,
or they can engage “anonymously”
– Invite their friends to try the experience
–Go directly to Jeep.com to learn about the new product
PatriotResults
Results to-date• Total Visitors > ½ mil already!
• Engaged Visitors - exceeded objective by 300%... already!
• Incremental visitors to Jeep.com – on track to exceed original objective