Jeep Patriot uses Web as marketing tool
 

Jeep Patriot uses Web as marketing tool



Aiming for young buyers, the marketing campaign for the new Patriot compact SUV will focus more on the Internet than previous Jeep campaigns, Chrysler Group said Tuesday.

The marketing campaign has a “choose your own adventure” theme and will include an interactive Web film that will be used to highlight features of the new vehicle, which has a starting price of $14,985.

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Last month, the company also launched “The Patriot Factor,” a Web site where users can submit story line ideas for a comic book that features the Patriot.

Jay Kuhnie, director of Jeep communications, said they’re aiming to appeal to young people who’ve always wanted a Jeep but couldn’t afford one. He said that 22% to 25% of the media spending will be on the Internet — about 10% more than previous Jeep campaigns.
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