The Jeep Brand And NBCUniversal Launch Strategic Cross-Portfolio Partnership With "Cherokee Effect"
NBCUniversal Talent Including Sarah Hyland ("Modern Family" on USA), Kyle Richards ("Real Housewives of Beverly Hills" on Bravo), Terrence Jenkins ("E! News"on E!) and Baron Davis ("How I Rock It" on Esquire Network) take the all-new 2014 Jeep Cherokee for unique "adventures" in new marketing campaign
AUBURN HILLS, MI--Dec. 5, 2013: The Jeep brand and NBCUniversal today announced a cross-portfolio, multiplatform partnership supporting Jeep's "Cherokee Effect," a marketing initiative integrating various NBCUniversal talent in custom advertising vignettes featuring the all-new 2014 Jeep Cherokee. As part of the campaign, talent including Sarah Hyland from "Modern Family," now airing on USA Network, Baron Davis from Esquire Network's "How I Rock It," Kyle Richards from Bravo Media's "The Real Housewives of Beverly Hills," E! News' co-anchor Terrence Jenkins, in addition to other NBCUniversal talent, will embark on their own personal adventures enabled by the 2014 Jeep Cherokee through an on-air and online campaign series. Beginning Dec. 9, entertainment networks including Bravo Media, Esquire Network, USA Network and E! will showcase the "Cherokee Effect" series.
The campaign will feature a series of customized vignettes, with expeditions featuring the all-new 2014 Jeep Cherokee and include the rugged terrain of Joshua Tree National Park and the celebrated city streets of Los Angeles. Extended vignettes and interactive advertising elements will run on the networks' online properties, as well as additional distribution partners.
"Our goal was to develop a unique launch concept that allowed us to bring to life the spirit of curiosity and discovery that is enabled by the all-new 2014 Jeep Cherokee," said Kim Adams House, Head of Advertising for the Jeep brand. "The opportunity to partner with NBCUniversal and create engaging content based on the talent's own personal adventures presented a strong platform with incredible reach to tell the Cherokee story. It aligns with our 'Built Free' advertising campaign that speaks to the very basic desires to explore and to discover."
The campaign kicks off with Kyle Richard's adventure during the 8:00PM EST episode of Bravo's "Real Housewives of Beverly Hills" on Dec. 9. The campaign will debut new adventures over the course of the next four months.
"When the Jeep brand approached us to be part of the launch of their all-new Cherokee model, not only were we able to open the doors to our portfolio's scale, but also give access to the wide array of talent NBCUniversal has to offer," said Alison Tarrant, Executive Vice President, Client Solutions Group, NBCUniversal. "This customized, multi-platform partnership spans our varied portfolio and demonstrates our Client Solutions team's ability to develop original, multi-dimensional campaigns to engage audiences with our far-reaching content."
Individual customized vignettes documenting each talent's "Cherokee Effect" adventure will launch during each star's respective shows. Following the TV premiere of the vignettes, extended versions of the videos also will be featured on the Cherokee Effect website at Jeep Cherokee Effect. Additionally, behind the scenes interviews with the participating talent will be available on Jeep's blog at Jeep Blog.
For more information on the 2014 Jeep Cherokee, visit Jeep.
About the 2014 Jeep Cherokee The all-new 2014 Jeep Cherokee completely redefines the mid-size SUV segment, delivering legendary Jeep 4x4 capability, a segment-first nine-speed automatic transmission, fuel economy improvements of more than 45 percent (versus the outgoing Liberty model), superior on-road ride and handling, a cutting-edge, revolutionary design, world-class craftsmanship, class-exclusive technology and more than 70 advanced safety and security features. The Jeep Cherokee is set to delight consumers both on the road and on the trail.