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“Keeping Jeep Cool”

“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

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“Keeping Jeep Cool”

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  1. “Keeping Jeep Cool” Christine MacKenzie Executive Director – Multi Brand Marketing & Agency Relations Chrysler Group

  2. Product Expansion • From 3 vehicles to 7 in 18 months

  3. 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

  4. Who is this target? • Younger • More Connected • New to Jeep

  5. 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

  6. Wrangler Results • 700K+ visits in 16 days • 16% of all Wrangler site visitors • 60% watch entire video

  7. Wrangler: Sirius Radio Promotion TV PARTNERSHIP OFFER :30 sec television execution featuring Tony Hawk promoting Jeep Wrangler Unlimited and Sirius Satellite Radio Special incentive offer on Sirius subscription Co-branded promotion with Sirius Satellite Radio, Jeep and Tony Hawk

  8. Compass • Product: Jeep Compass • Connection: • LOST ARG • Music Social Media • Tactics: • Pre-Launch Partnership with ABC LOST • Launch with Uncharted Music Tour

  9. 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

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

  11. 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

  12. 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.

  13. Compass:Uncharted Music Tour EVENTS ONLINE/ Social Networks PRINT ONLINE/ Broadband ON AIR One hour behind-the-scenes program airs through syndication syndicated program Profiles on MySpace and Facebook, provided tour info, music downloads. Generated WOM promotion One hour syndicated program “Uncharted” distributed and promoted via Google video Ad in New York’s Village Voice to promote Central Park kickoff event Emerging artists music tour with 286 performances and 62,000 attendees

  14. Compass: Uncharted Results • 30K + “Friends” • 290K music plays • 1M + unique visits

  15. Patriot • The product: Jeep Patriot • The connection: A web adventure experience • The tactic: Fully integrated TV, Print, Web - including “Way Beyond Trail” adventure

  16. Patriot:“Way Beyond the Trail” ONLINE PRINT ON AIR WEBSITE “Choose Your Own Adventure” Patriot launch spots drive consumers to Jeep.com where they can experience interactive film Consumers engage with interactive film and make story choices throughout Banner ads and :15 short webisodes engage consumers driving them to interactive film on Jeep.com Magazine “Connect the dots” creative drives consumers to interactive film on Jeep.com

  17. Patriot  Integration WBT Online Experience TV Ad Trailer on YouTube Jeep.com Homepage Facebook Profile

  18. 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

  19. 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

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