What do Jeep and Tony Hawk Have in Common?

Date 2001/10/30 0:00:00 | Topic: Miscellaneous


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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