“Keeping Jeep Cool” by absences

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									“Keeping Jeep Cool”
                                             Christine MacKenzie
    Executive 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
    Wrangler:
    Sirius Radio Promotion

          TV               PARTNERSHIP            OFFER


   :30 sec television        Co-branded        Special incentive
execution featuring Tony    promotion with      offer on Sirius
 Hawk promoting Jeep        Sirius Satellite     subscription
Wrangler Unlimited and     Radio, Jeep and
 Sirius Satellite Radio       Tony Hawk
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
        Compass:
        “The Lost Experience”

    ON AIR          WIRELESS              PRINT              ONLINE            EVENTS


 Spots for fictional Consumers call Additional clues are Let Your Compass     Experience
     foundation       800 number for hidden in Compass     Guide You.com       characters
   air within Lost,  clues and hear a   ads in People &   microsite created    appear at
 driving consumers Jeep radio spot       Entertainment   with clues. Secret    Uncharted
to 800 number and      while on hold     Weekly. Story   video and podcast concert events
 LetYourCompass                       progressed through    embedded in     and Apollo candy
   GuideYou.com                          NY Times ad         Jeep.com       bars given out at
                                                                              Jeep events
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.
      Compass:
      Uncharted Music Tour
                  ONLINE/
                                                   ONLINE/
 EVENTS           Social            PRINT                            ON AIR
                                                  Broadband
                 Networks

                  Profiles on     Ad in New          One hour         One hour
  Emerging
                 MySpace and     York’s Village     syndicated       behind-the-
artists music
                  Facebook,         Voice to         program           scenes
tour with 286
                 provided tour     promote         “Uncharted”      program airs
performances
                  info, music    Central Park     distributed and      through
 and 62,000
                  downloads.     kickoff event     promoted via      syndication
  attendees
                Generated WOM                      Google video      syndicated
                   promotion                                          program
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
Patriot:
“Way Beyond the Trail”

     ON AIR                ONLINE                 PRINT                WEBSITE


 “Choose Your Own     Banner ads and :15          Magazine              Consumers
 Adventure” Patriot     short webisodes      “Connect the dots”         engage with
 launch spots drive   engage consumers          creative drives     interactive film and
    consumers to         driving them to        consumers to            make story
Jeep.com where they    interactive film on    interactive film on          choices
   can experience           Jeep.com              Jeep.com               throughout
   interactive film
Patriot  Integration
                               WBT
     TV Ad
                         Online Experience




                          Trailer on
 Jeep.com                 YouTube
 Homepage     Facebook
               Profile
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
Patriot
Results
  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

								
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