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March 14, 2007

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An Offer to "Choose Your Adventure" and an Online Interactive Film Drive the Marketing Campaign for the all-new 2007 Jeep® Patriot


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.




“‘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.”

(March 14, 2007)

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