MarketingProfs

MarketingVOX: Jeep has launched an interactive campaign for a concert series promoting its smallish SUV, and it’s relying heavily on MySpace and Facebook.
DaimlerChrysler’s Jeep is next week launching a nationwide concert series (“Uncharted: The Jeep Compass Music Tour”) to promote the launch of the 2007 Jeep Compass, which is aimed at young adults – and it’s relying on MySpace an Facebook to get its message to the right audience, reports AdWeek. Instead of trying to drive that audience to Jeep.com or a separate tour site, Jeep agency Organic decided “to fish where the fish are,” according to Chuck Sullivan, group director and engagement manager at Organic, part of Omnicom Group.
There’s now a MySpace Jeep page, where fans can add Jeep as a “friend” to receive information on concerts in their areas. Jeep has a similar profile page on Facebook. Concert updates are sent to friends’ pages or via text message.
Jeep will use banner ads on MySpace and Facebook to drive traffic to the Jeep profile pages.
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