Jeep Launches User Generated Avatars to Kick Off New Jeep Compass Marketing Campaign
"The audience for the new Jeep Compass is young, hip, technically savvy and very into music," said Jay Kuhnie, Director, Jeep Communications. "Since this group tends to use the Internet for self-expression as well as a clearinghouse for information about everything from cars to music downloads and more, we knew that the best way to reach them was online. We also knew that if we made the site fun and compelling they would help to launch the new Jeep Compass and virally spread the word among their peers."
"When driving in your car alone or with friends, singing along to your favorite tune as it emanates out of the sound system is a great feeling that every car owner loves," stated Harold Kobakof, Chief Brand Officer, Jeep Communications, BBDO Detroit. "This is the feeling that we wanted to harness with the karaoke avatars. The application is unique, fun and gives the target customer a compelling reason to interact with the brand and share their experience with others."
"Talking and singing avatar applications have proven to be very successful for consumer brands. The email open rate for these types of campaigns is often 70% or higher and about 30% of recipients turn around, create their own singing avatar and send them to friends. This compounds the viral aspect of the application and helps to raise awareness in a unique and cost-effective way," said Adi Sideman CEO of Oddcast.
Users can create their own singing avatars by logging on to http://jeepcompasskaraoke.com beginning July 24. A comprehensive marketing campaign for the Jeep Compass begins July 31. On July 24 the Jeep brand sent out an email announcing Jeep Compass Karaoke to over 50,000 "hand raisers" that have opted in to find out more about the new car.
About Jeep and the All-New 2007 Jeep Compass
Jeep has seven models in the 2007 model year, the most available to retail consumers at one time in the 65-year history of Jeep vehicles. The all-new 2007 Jeep Compass will hit city streets and two-lane trails just as the compact sport-utility vehicle (SUV) market is poised for tremendous growth in the United Sates, gas prices continue to fluctuate and consumer interest shifts toward more fuel-efficient vehicles. With Jeep Compass, the brand's first front-wheel-drive-based SUV, Jeep is prepared to capitalize on this growing segment by providing the packaging and functionality of an SUV with the performance, handling, fuel economy (30 miles per gallon) and price of a compact car or small pickup.
Oddcast develops and distributes talking avatar products. Oddcast's avatar platform enables companies to improve business results, and consumers to personalize online communications and self-expression. Oddcast's technology is the industry-leading solution, serving over 5,500 business customers worldwide and millions of consumers. Oddcast's products are Web-based, ASP-hosted and can be delivered to any device including browsers, mobile devices, TV and CD-ROMs.