Marketing to the Web Savvy Generation

"Advergamming" appears to be the new best thing when targeting the younger generation. Jeep is now catching on with an integrated marketing approach to their new Compass compact SUV, which is built more for city streets and is cheaper than previous models. They are focusing on creating a social network, dealing with MySpace and Facebook, and promoting contests such as "Jeep Compass Karaoke" through these channels. Consumers can create their own character sitting in the Jeep and can add songs the character can sing, and after submitted, their peers can vote on the winner. Another contests is called "Free Your Thoughts" where with cinema ads will purposely appear unfinished, then consumers are prompted to go online and create their own ad with Jeep-chosen music and images. After review, they will be posted and users can vote on the best ad. Both of these interactive campaigns will be launched within the next couple weeks. Jeep marketers feel the best way to reach the 22-30 year old market is with a 360-degree approach, utilizing all forms of media to be sure they get the message while they’re watching TV, talking to their friends online, and surfing the web. Alongside Jeep’s more traditional advertising, they are hopeful that these contests will grab the attention of the more fun-loving, Web savvy generation.