Chrysler chooses adventurous marketing route for new Jeep

03/14/2007 | Advertising Age (tiered subscription model)

Seeking to engage the 22- to 30-year-old target demographic for Chrysler Group's new Jeep Patriot SUV, Omnicom Group's Organic, San Francisco, and Bloomfield Hills, Mich., have created an online film in which the user becomes the fourth "friend" on a virtual treasure hunt and chooses how the story will unfold. The campaign, which launches tomorrow at PatriotAdventure.com, also includes a print component in which readers can use stickers to design their own ads or connect red or blue dots to alter the backdrop for the Patriot.

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