JeepĀ® Utilizes Maniatv to Promote Its Patriot Range

By: Lisa Ziegler

Promoting a car through music videos is not a new concept. As a matter of fact, various automakers including GM, Ford, and VW are just some of the great automakers that have relied on the power of music to bring them more sales. And today another carmaker will once again use the power of music videos to lure buyers, and that is the Jeep® brand.

Jeep, to promote the Patriot range will utilize standbys on live original Web TV site ManiaTV plus the musician pop folk artist Coles Whalen. Jeep has started showing its music video ad recently wherein the dulcet-voiced song writer was shown on the road in the SUV heading to Austin's South with Southwest indie music extravaganza in the background.

According to the Site's head of music programming, Stefan Goldby, "This is the first campaign where we actively co-branded it that way." Whalen played at the site's Denver studio which encourages executives to search for a sponsor for a possible collaboration. Though this particular effort was not developed in conjunction with a record label but according to Goldby it is not a problem since ManiaTV has relationships with both major and indie labels. The site will run Jeep-related footages for the next few months as part of the campaign.

It should be noted that this is not the first time for Jeep to employ such advertising scheme. In the year 2005, Jeep has distributed the "Meet the Mudds" videos for the Jeep Commander on MobiTV's live mobile TV service. James Kenyon, senior manager of marketing PR for Jeep parent company DaimlerChrysler said that their previous experience with the Jeep Commander helps them to better understand what they might do in the future. "It led us to what we're doing now."

Aside from its on-demand programs, ManiaTV offers a combination of 20 live shows 24 hours each day which targets pop-culture and music fans. The Cyber Jockeys or CJs create an MTV/Current/YouTube hybrid by utilizing professionally produced music, action sports content, celebrity and user-generated video channels.

There is also a nightly event on the site which is hosted by the comedian Tom Green who was once an MTV mainstay. And according to ManiaTV CEO Drew Massey, advertisers are competing for the sponsorship slot on an upcoming production that features guitarist Dave Navarro.

Sacha Xavier, regional lead, advanced marketing solutions at Avenue A/Razorfish, said the campaigns on the site are really integrated and for this month they will launch a campaign on the site for their client Verizon. The campaign will showcase a hero theme and will allow users to create their very own avatars. As part of several campaign-related scenarios, the CJs of ManiaTV will interview Verizon's action mascot and make their own action hero movies.

Aside from Verizon and Jeep, other advertisers that can be seen on ManiaTV are GM, Procter and Gamble, Amp'd Mobile, and Best Buy. The current sponsors of Mania-produced shows include Nintendo, Old Spice, and Hyundai.

About Jeep®
Jeep is an automobile brand and registered trademark of DaimlerChrysler. The German-American automaker does not only produce various Jeep models but also distributes high quality Jeep OEM Parts like and many more.

Recreation and Sports
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 

» More on Recreation and Sports
 



Share this article :
Click to see more related articles