“Keeping Jeep Cool”

“Keeping Jeep Cool”

Christine MacKenzie

Executive Director – Multi Brand Marketing & Agency Relations

Chrysler Group

Christine MacKenzie

Executive Director – Multi Brand Marketing & Agency Relations

Chrysler Group

Product ExpansionProduct Expansion

• From 3 vehicles to 7 in 18 months• From 3 vehicles to 7 in 18 months

Growth ProcessGrowth 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

• 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?Who is this target?

• Younger

• More Connected

• New to Jeep

• Younger

• More Connected

• New to Jeep

WranglerWrangler

• 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

• 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 ResultsWrangler Results

• 700K+ visits in 16 days

– 16% of all Wrangler site visitors

– 60% watch entire video

• 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 PromotionWrangler: Sirius Radio Promotion

CompassCompass

• Product: Jeep Compass

• Connection: – LOST ARG– Music Social Media

• Tactics: – Pre-Launch Partnership with ABC LOST– Launch with Uncharted Music Tour

• 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”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:“The Lost Experience”

Compass: “Lost” ResultsCompass: “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

• 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: UnchartedCompass: 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.

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

Networks

ONLINE/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

PRINT

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 TourCompass:Uncharted Music Tour

Compass: Uncharted ResultsCompass: Uncharted Results

• 30K + “Friends”

• 290K music plays

• 1M + unique visits

• 30K + “Friends”

• 290K music plays

• 1M + unique visits

PatriotPatriot

• The product: Jeep Patriot

• The connection: A web adventure experience

• The tactic: Fully integrated TV, Print, Web - including “Way Beyond Trail” adventure

• 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”Patriot:“Way Beyond the Trail”

TV AdWBT

Online Experience

Jeep.comHomepage

Trailer onYouTube

FacebookProfile

Patriot IntegrationPatriot Integration

Patriot: “The Way Beyond Trail”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 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