Keeping Jeep Cool Christine Mac Kenzie Executive Director

“Keeping Jeep Cool” Christine Mac. Kenzie Executive Director – Multi Brand Marketing & Agency Relations Chrysler Group

Product Expansion • From 3 vehicles to 7 in 18 months

Growth Process • Identifying a new audience – Go beyond the core “jeeper” • Connecting with this new target – Use of new media and measuring results • Making the message relevant to audience – Maintain Jeep core while expanding its appeal

Who is this target? • Younger • More Connected • New to Jeep

Wrangler • Product: Jeep Wrangler Unlimited (4 Dr) • Connection: Website video, music & action sports • Tactics: – Lifestyle video on website “Weekend with Wrangler” – Sirius promotion w/Tony Hawk

Wrangler Results • 700 K+ visits in 16 days – 16% of all Wrangler site visitors – 60% watch entire video

Wrangler: Sirius Radio Promotion TV PARTNERSHIP : 30 sec television execution featuring Tony Hawk promoting Jeep Wrangler Unlimited and Sirius Satellite Radio Co-branded promotion with Sirius Satellite Radio, Jeep and Tony Hawk OFFER Special incentive offer on Sirius subscription

Compass • Product: Jeep Compass • Connection: – LOST ARG – Music Social Media • Tactics: – Pre-Launch Partnership with ABC LOST – Launch with Uncharted Music Tour

Compass: "Lost ARG Experience” Approach • Prospects are avid viewers of ABC’s “Lost” • Engaged visitors by leveraging program’s inherent elements of intrigue and surprise • We worked with ABC writers to develop “fiction on the fly” content • Clues were placed across the Web on You. Tube, Wikipedia, Jeep. com, etc. • 104 different Web properties involved in the campaign – many created by the

Compass: “The Lost Experience” ON AIR WIRELESS PRINT ONLINE EVENTS Spots for fictional Consumers call Additional clues are Let Your Compass Experience foundation 800 number for hidden in Compass Guide You. com characters air within Lost, ads in People & clues and hear a microsite created appear at driving consumers Jeep radio spot Entertainment with clues. Secret Uncharted to 800 number and Weekly. Story while on hold video and podcast concert events Let. Your. Compass progressed through embedded in and Apollo candy Guide. You. com NY Times ad Jeep. com bars given out at Jeep events

Compass: “Lost” Results • In one month, we generated seven-figure traffic üConverted 40% of traffic to the Jeep site ü 80% of traffic was entirely new to Jeep üTime spent on the site was more than 3 x average

Compass: Uncharted Approach • Music: Worked with GMR to engage eight emerging artists to participate in "Uncharted: The Jeep Compass Music Tour". • The tour began on August 24 th with a kick-off concert in Central Park headlined by G. Love & Special Sauce. • Built supporting sites on My. Space and Facebook.

Compass: Uncharted Music Tour ONLINE/ EVENTS Emerging artists music tour with 286 performances and 62, 000 attendees Social Networks PRINT ONLINE/ Broadband ON AIR Profiles on My. Space and Facebook, provided tour info, music downloads. Generated WOM promotion Ad in New York’s Village Voice to promote Central Park kickoff event One hour syndicated program “Uncharted” distributed and promoted via Google video One hour behind-thescenes program airs through syndication syndicated program

Compass: Uncharted Results • 30 K + “Friends” • 290 K music plays • 1 M + unique visits

Patriot • The product: Jeep Patriot • The connection: A web adventure experience • The tactic: Fully integrated TV, Print, Web - including “Way Beyond Trail” adventure

Patriot: “Way Beyond the Trail” ON AIR ONLINE PRINT WEBSITE “Choose Your Own Adventure” Patriot launch spots drive consumers to Jeep. com where they can experience interactive film Banner ads and : 15 short webisodes engage consumers driving them to interactive film on Jeep. com Magazine “Connect the dots” creative drives consumers to interactive film on Jeep. com Consumers engage with interactive film and make story choices throughout

Patriot Integration WBT Online Experience TV Ad Jeep. com Homepage Facebook Profile Trailer on You. Tube

Patriot: “The Way Beyond Trail” Approach • Drive all TV, Print, and Web advertising to a fun, one-of-a-kind online experience Patriot. Adventure. com • Allow visitors to define the story line (while subtly learning about the new Jeep Patriot) • Provide visitors with options to engage – Customize with name, photo, etc. , or they can engage “anonymously” – Invite their friends to try the experience – Go directly to Jeep. com to learn about the new product

Patriot Results to-date • Total Visitors > ½ mil already! • Engaged Visitors - exceeded objective by 300%. . . already! • Incremental visitors to Jeep. com – on track to exceed original objective