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MiscellaneousWhat do Jeep and Tony Hawk Have in Common?
Posted by mike on 2001/10/30 0:00:00 (2089) reads



Chrysler Group's Jeep® brand has partnered with Activision Publishing, Inc. to align the Jeep brand with Activision's best selling skateboarding franchise of all time, Tony Hawk's Pro Skater(TM) 3, in a groundbreaking marketing alliance for the automaker and Activision.

``Jeep has always been associated with action sports like skateboarding, snowboarding, and rock climbing,'' explained Jeff Bell, Vice President Marketing Communications DaimlerChrysler Corporation. ``It is a natural partnership to be associated with the virtual world of each of these activities. Our alliance with Activision on its upcoming Tony Hawk's Pro Skater 3 video game makes Jeep more visible to this key consumer segment.''

``With this alliance, we are connecting with a key consumer segment -- 'the millennial' -- an audience which aids our brands' perception and that is difficult to reach via traditional communication platforms.''

This represents the first marketing partnership between the Jeep brand and Activision and it gives the Jeep brand a great opportunity to make a mark on the virtual landscape with their award-winning products and advertising. Arnell Group identified the asset and will spearhead the partnership alliance, while PentaMark Worldwide was instrumental in recreating the Jeep advertising and vehicles for the virtual world.

``Jeep will not only have branding within the gaming landscape such as virtual ad billboards and signs, but we have also worked closely with the company to put images of Jeep Wrangler and Jeep Liberty vehicles into the virtual street skate environment allowing console gamers to use the Jeep for some serious grinding,'' said Kathy Vrabeck, executive vice president global publishing and brand management for Activision.

This strategic placement allows the Jeep Brand to reach a most elusive audience target -- the console gamers. ``Its an audience that has great spending potential, though they don't buy into traditional marketing messages,'' said Bell. ``We view this partnership as an opportunity to target consumer awareness and to build future CRM programs based on their passions.''

``In the real world, the Jeep brand is the most recognizable 4X4 and Activision's Tony Hawk's Pro Skater game series is the most recognized and realistic skateboarding franchise in the market -- it only made sense to form an alliance with the most recognizable brand in the virtual world,'' said Jay Kuhnie, Director - Chrysler Jeep Communications.

Activision's Tony Hawk's Pro Skater(TM) 3 is set to launch on October 30, 2001 for the Playstation® 2 computer entertainment system and PlayStation® game console platforms, with future releases set for Nintendo's GameCube(TM) and the Xbox(TM) video game system from Microsoft, among other platforms.

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Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: MRJEEP
here is my comment

OK, OK, UTAH WE AGREE ON THE LIBERTY, I AGREE ON VIDEO GAMES (OFF-ROAD GAMES-FINE), BUT THE REAL MARKETING CONNECTION WITH TONY HAWK JUST DOESN'T FIT WELL WITH THE OFF ROAD JEEP THING-PERIOD. EVEN THOUGH I DON'T THINK SUPER HIGHLY OF THE LIBERTY-I DO NOT EXPRESS NEGATIVITY TO EVERY THING JEEP WANTS TO MARKET TO. MARKET A JEEP LIBERTY BATTERY-POWERED FROM MATTEL TO KIDS-THEY WANT SOMETHING OFF-ROAD TO DRIVE ON THE LAWN. I AM DONE WITH BEATING THIS CONVESTION TO DEATH-GOOD CONVERSATION THOUGH-HA HA.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: XJKEN
OOPS !

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: XJKEN
The fact is Utah, that it is no big deal. Jeep is simply using the video game
realm to market their products to that focus group. You are always going to
find people who disagree with any given action or statement. This is no different than putting their products in movies or music videos. My favorite part
of the Tom Hanks movie CASTAWAY was the end when Helen Hunts character
gives him his Cherokee that she kept while he was on that Island. Most people
probably don't realize that Jeep was probably the high bidder for that product
placement. It did not just happen because that Cherokee belonged to the
producer or Tom Hanks. A common misconception is that video games are just for kids, while in fact they are purchased and played by many in their 20's and
30's. These people have jobs and money and they buy cars, trucks and even
Jeeps.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: XJKEN
The fact is Utah, that it is no big deal. Jeep is simply using the video game
realm to market their products to that focus group. You are always going to
find people who disagree with any given action or statement. This is no different than putting their products in movies or music videos. My favorite part
of the Tom Hanks movie CASTAWAY was the end when Helen Hunts character
gives him his Cherokee that she kept while he was on that Island. Most people
probably don't realize that Jeep was probably the high bidder for that product
placement. It did not just happen because that Cherokee belonged to the
producer or Tom Hanks. A common misconception is that video games are just for kids, while in fact they are purchased and played by many in their 20's and
30's. These people have jobs and money and they buy cars, trucks and even
Jeeps.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: utah

For the record again....I also think that Jeep's direction to products like the Liberty is flawed. I guess many people tie some of those issues directly to the issue of Jeeps in a video game enviroment. I just see them as two seperate issues. One bugs me (Liberty), and one I see no problem with (Tony Hawkes skate game).

If I was trying to market my product to people who play video games...I would get my product into that game enviroment so the gamers could see it. I still don't see what the big deal is.

I have enjoyed the discussion.


Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: twonabomber
skateboards and lowriders? they don't skate much in the "barrio." unless you mean the boy racers in their Civics with the huge wings on the back. come to think of it, i don't know any skaters that drive those either.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: mrjeep
here is my comment

Hey, i am not uptight-that's Utah's opinion-ha ha. But there are better ways to market the Jeep Brand to the younger generation. The problem I see is that Jeep is going more and more 'slap happy' plastic-example Liberty-I personally don't regard it as my favorite vehicle but Chrysler is targeting a defferent crowd. So, what's the connection with video games? There's no connection with skateboard's that I can see? It's not offroad sport! It's not an adventure sport! The example of sailboarding is-it is challenging nature's elements-that would be ok. Skateboards tackle the concrete highway-no connection with Jeep. Jeep is to mountain biking as skateboards are to Lowriders. And as I said before I am not uptight-and when I was a kid you didn't have the push the name Jeep with advertising on a skateboard game-you had Tonka's and models, and going to dealerships and seeing the actual vehicle and that is what today's generation will never understand or have-they view Jeep as some game.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: casatomasa
jeep is now going after the "elusive audence target" of console gamers. what is this babble, give me a break! i know these kind of guys, what little money they have they spend on games. much like mazda has targeted jerimy mc grath motocross market with their troy lee pick ups, jeep should go after the demographic that actually goes out doors and gets dirty. with all the money dc splooged on the tony hawk project they could have reduced the price of the liberty. i'm afraid jeep will not see much of a return on their marketing investment.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: XJKen
Its nice to know that while future Jeep vehicles will no longer have to grind on
the Rubicon, kids and gamers of all ages will be able to grind on Jeep vehicles.
What if Toyota or Honda sign on to sponsor Tony's skateboards and their name
appears on the skateboards. Gamers everywhere will be grinding on Jeeps
with their Honda's or Toyota's. Wouldn't that be great for marketing.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Chris
Can't talk.....
gonna be sick.......

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: utah
I still don't see why anyone would be uptight about Jeeps being featured in a video game.

As for the negative comments about skate-boarders...it makes me wonder if some people have forgotten that they were once kids too. When I was a teenager, I was into skate-boarding. Later in my 20's I started to windsurf. That's when I bought my first Jeep ( CJ-7 ). I spent many days hanging around the beach....goofing off and waiting for some wind so I could sail. Lots of people, I am sure at the time, thought windsurfers were a bunch of goof-off fresh-air inspectors running around in baggy shorts and vaurnet sunglasses.

Now, I am in my 40's....pulling down some respectable $'s and driving a 2000 Cherokee. So in the same way, today's skate-boarders and console game players, could very well be Jeep owners in the future.

As for the comment console gamers spend all thier money on gaming....well, that statement is ridiculous....and completely un-based on any facts.

The same thing with the comment re: If Jeep had not spent money on this marketing strategy...they could have reduced the price on the Liberty. Well, I read this article, and I see no mention of how much it cost. Sometimes...these types of partnerships cost the companies involved very little. It may have been a "contra" type of deal...or something else. Or maybe Jeep did spend money to get this exposure. So what? All companies spend money on advertising. Those expenses are part of any company budget.

Give the marketing people at Jeep some credit on this. I am sure they did thier homework. God knows...whether you buy into the Liberty story or not ( I for one don't )....the Jeep marketing dep't has managed to blanket the auto world with Liberty hype. So, I think they know what they are doing. Don't slam the marketing dep't because you don't like what the vehicle designers and engineers are putting out.

Targeting future consumers is smart marketing....and strategic alliances are one way to enhance a brand name.




Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: twonabomber
my dad worked at the Jeep plant...we always had Jeeps around...and i used to skateboard when i was younger. what's the big deal?

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: mrjeep
here is my comment

Yeah, i read the whole article, and your comment of strategic corp...blah. I can see mountain bikes..but video games? Pretty soon Jeep will be on Capt. Krunche boxes, but hey kids eat it-that's the same philosphy garbage. When I picture skateboards, I picture a bunch of 'dredge-society looking kids with sloppy pants', not the image of Jeep. Unlike some of the kids out there, I grew up on Jeep, hell I was practically born in one, I've owned dozens of them-and I don't get the connection with skateboards-maybe the Cabela's OffRoad game. PS-Utah what kind of vehicle did your ride around in when you we're a kid...please don't say a Datsun....

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: utah
OK Mr. Jeep. One question for you....did you even read the article?

Jeep is not branding skateboards. They are going to have Jeep products featured in the virtual world that makes up Tony Hawks skateboard game. In otherwords Mr. Jeep....while these kids are playing the video game and virtual skating through the various street settings...etc....they will see Jeep vehicles in that enviroment.

Strategic corporate alliances are a huge part of business and marketing now. IE: Time / Warner / AOL etc. Sony partners with Microsoft...etc etc etc.

So your point about putting a brand name on shitty product is off the mark. Jeep is not branding the game. They are just allowing replications of Jeep vehicles to be used, rather than generic cars and trucks. Much like a game like Need for Speed...which features Porsche Boxers.

So what's the problem with that?

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: mrjeep
here is my comment

What are you thinking Utah-Tony this is so cool..blah blah...well keep it away from the Jeep name. It'll be a fad for awhile then wear away. Much like what gun company's do, they introduce a hunting clothing line-and it's made in singapore or vietnam-and it's junk!With their name on? Why should Jeep have to go so low as a skateboard?

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: utah
Marketing is a part of the business. Tony Hawk is a skateboard legend. Partnering his appeal with the Jeep brand is fine by me. Skateboarders are probably likely to own SUV's when they get older.

It does remind me of the Xterra ads....you know, young extreme sports types heading out into the wild in thier Xterra's.
I guess they are targeting the same demographic group.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: mrjeep
here is my comment

JUST ANOTHER WAY FOR DC JEEP TO EXPLOIT THE 'JEEP' NAME, ON KID'S STUFF.
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