Chrysler Group's Jeep brand and MTV have teamed up to bring Campus Invasion 2K2 to college campuses around the country beginning April 4 through the first week of May. The Campus Invasion 2K2 gives the Jeep brand exposure to college-aged consumers through association with artists and bands on the cutting edge of alternative and rock.
The Jeep brand, in conjunction with MTV, will also be conducting a music trivia sweepstakes online through MTV.com , with the grand prize winner receiving a new 2002 Jeep Liberty Sport. Jeep brand will have additional exposure to the MTV viewers through television coverage on MTV and MTV2 and through the MTV.com Web site.
"The Campus Invasion 2K2 Tour is just one of several initiatives for the Jeep brand that will create dialogue with millennials in a grass roots effort, and position our products alongside a music venue," explained Jay Kuhnie, Director of Chrysler/Jeep Communications, DaimlerChrysler Corporation.
"College is usually a young adult's first foray of true independence," Kuhnie added. "Jeep wants to connect with students and top their list for current and future transportation needs. Affordable, fun and aspirational are the characteristics we want Jeep to convey to this millennial market."
Jeep vehicles are the official SUV of the Campus Invasion tour, and will get the party started with two-to-four hour pre-event promotions a few days before the actual event. A Jeep Liberty Sport and a Jeep Wrangler X will be outfitted with Campus Invasion insignia and travel through each campus' hot spots and high traffic areas. The Campus Invasion will be traveling to 19 campuses during the month of April.
The events are being supported through print advertising in Rolling Stone and Spin, along with ads and local event features in campus newspapers. The event also will be promoted through flyers, posters and table tents in the campus cafeterias. MTV.com will also send email alerts to those registered on its site. MTV is also publishing a "Campus Invasion Magazine" that will be distributed on campus at each event; Jeep brand will have a full-page, four- color ad in the publication.
Jeep is a registered trademark of DaimlerChrysler and among the most recognized brands in the world. The all-new Liberty joins the already formidable Jeep lineup as the newest member of the legendary brand started more than 60 years ago. Jeep Grand Cherokee is the flagship of the brand, offering an exceptional balance of power, capability and refinement. Wrangler is a direct descendent of the "original" Jeep vehicle 60 years ago, maintaining popularity with its fun and freedom youthful image.
Jeep Liberty and Wrangler are produced in Toledo, OH and Jeep Grand Cherokee is produced in Detroit, MI and Graz, Austria. Jeep vehicles are sold in nearly 100 countries around the world in both left- and right-hand drive versions. Annual U.S. sales are approximately 500,000.