An Offer to
"Choose Your Adventure" and an Online Interactive Film Drive the
Marketing Campaign for the all-new 2007 Jeep® Patriot
Screenshot
For the second time in as many
months, the Jeep® 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).
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
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.
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“‘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.
“The Way Beyond Trail,” which goes
live on March 15 at 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.”
