Jeep Drives Over Viral
As the first wave of a multimedia campaign promoting the Jeep Compass SUV, Jeep is going viral, launching a site called jeepcompasskaraoke.com, where visitors can create an Oddcast-powered singing avatar. Users sing into a phone or a computer mic as words scroll across the site. Once their voice file is uploaded, the site syncs the 3D avatar’s lip movements with their recording, creating a funny little singing head. Once their avatars have been created, users can email them to their friends.
The Compass is priced in the $20,000 range, and is aimed squarely at SUV drivers under 30. “These younger buyers are marketing savvy consumers who are passionate about their fashion, music, entertainment and sports,” said Jay Kuhnie, Jeep’s director of communications in a statement, “Having a piece of Jeep fun, freedom and adventure is exciting and inspirational for them.”
Jeep is also putting together a Jeep channel on YouTube, and advertising on social networks like MySpace and Facebook. It’s also sponsoring a station on Yahoo Music. But instead of running ads to promote the karaoke site, DaimlerChrysler, Jeep’s parent company, sent out 50,000 emails to people who had opted in to receive Jeep Compass information.
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