Jeep integrates print, mobile ads in USA Today to drive engagement
By Chantal Tode
October 30, 2013
Jeep Cherokee ads appear in USA Today's mobile editions
A cross-channel marketing campaign for Chrysler’s new Jeep Cherokee includes interactive ads in the tablet and smartphone editions of USA Today, enabling users to tap to view a video or see a 360-degree view of the car.
The "Built Free" campaign was developed to support of the return of the Cherokee to the Jeep lineup and is running across TV, print, social, in-theater and mobile platforms. The digital ads extend the brand’s integration with the USA Today print publication into mobile to encourage users to spend more time with the brand.
“Our goal for the USA Today integration was to bring the content to life with video, swipeable formats and exploration into the most important features of the Cherokee to provide a complimentary experience to the print piece, which included a front-page masthead banner,” said Susan Thomson, director of media and social media at Chrysler Group, Auburn Hills, MI.
“We continued the story we set forth in the traditional piece to allow our consumers take that next step in falling in love with the vehicle,” she said.
“The intention is not to take readers away from their initial task, but give them a reason to spend some time with our content with a focus on how they utilize the device. The consumer and their needs are at the center of our efforts.”
The campaign centers around the reminding consumers that they can fulfill their daily responsibilities while still following their innate desire to explore and different experiences.
The first integration across print, desktop and mobile appeared Oct. 22 with another scheduled for Nov. 14.
The Oct. 22 ad was the first-ever advertiser masthead integration with the newspaper. By leveraging mobile, Jeep was able to extend the life of the print ad by enabling users access more in-depth information.
“As mobile continues to grow so do our success rates,” Ms. Thomson said.
“We know that video, photography and research are the core tasks that consumers most want to interact with when in a mobile experience,” she said.
“We also see a lift in latency events like paid search and higher engagement in our banner ads.”
A 60-second spot that made its debut on national broadcast and cable television on Oct. 28 recounts how people give up some of their freedoms as adults but that it does not have to be that way and Jeep can help them recapture some of that excitement about new experiences.
A 30 second spot will debut on Nov. 11.
The campaign also includes a far-reaching digital strategy that includes CBS Sports, Defy Media, the Weather Channel, Xbox, Yahoo! Fantasy Football, Facebook, SB Nation, Jumpstart Digital Media/Hearst, and YouTube.
The digital campaign builds off an online video series for the 2014 Jeep Cherokee that was launched over the summer and which showcased the capabilities of the new vehicle and included the micro site Jeep.com/CherokeeTales.
“We see huge implications within the mobile space with marketing our content,” Ms. Thomson said.
“As we’ve seen the fastest growth in mobile usage, while desktop traffic remains steady, it’s yet another opportunity to look at how and what people want to engage with for our content,” she said.
“It also is an aid for us to complement broadcast with a more immersive look at our vehicles – knowing almost 75 percent of engagement with mobile content is within the home.”
Chantal Tode is associate editor on Mobile Marketer, New York
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