Jeep is launching a multifaceted six-week
promotion built around "Chasing Papi," a Hispanic-themed movie opening
April 16. The campaign includes a national TV spot in both English and
Spanish, product integration in the movie, Jeep Chasing Papi Parties in
eight major Hispanic markets, online and radio promotion, and bilingual
street teams.
According to the company, the 20th Century Fox-produced movie features Roselyn Sanchez, Sofia
Vergara, Jaci Velasquez and Eduardo Verastegui, all well-known Hispanic
entertainers, actors, or models, in a spirited romantic comedy. The plot
focuses on three very different women from Chicago, Miami and New York and
their love interest. When the three discover they are all in love with the
same man (Verategui), they decide to teach their "three-timing" fellow a
lesson and end up on a riotous adventure along the way. The Grand Cherokee
is featured in the film, which also includes a sneak peek of the new
Chrysler Crossfire.
"Jeep involvement in 'Chasing Papi' allowed us to create a truly integrated
marketing campaign targeted at the Hispanic-American community, the fastest
growing market in the U.S. In addition to targeting a market that has
tremendous growth potential for our industry, the campaign we have
developed has potential to reach general market consumers as well," said
Jeff Bell, vice president, Jeep Marketing.
In the 30-second TV spot, which is scheduled to begin airing March 24,
three young, attractive women are seen leaving a movie theater where
"Chasing Papi" is showing. Two of the women get in a Jeep Wrangler; one
takes off in a Jeep Liberty. While at a stoplight, they all spot a "papi
chulo" (good-looking man) in a Jeep Grand Cherokee who they believe is the
star of the movie. A chase ensues and they catch the "papi chulo," only to
discover that he is not the movie character. As the voiceover says, "The
only thing that can catch a Jeep 4x4 is another Jeep 4x4," the women leave
their catch with his hands tied on the street, in front of his Jeep Grand
Cherokee.
To mark the movie's release, Jeep brand will kick off Jeep Chasing Papi
parties April 16 at a nightclub in Chicago, and at clubs in New York,
Miami, San Antonio, Dallas, Houston, San Francisco/San Jose and Los Angeles
on April 17. Targeting young urban Hispanics, the parties will feature
four weeks of themed club events. Partygoers will participate in a
"Hottest Mami and Papi Contest," the "Ultimate Jeep Dating Game Contest," a
salsa contest and a second-round "Ultimate Papi/Mami Contest." The final
event in each market will be a "Corazon Aventurero" (Adventurous Heart)
Speed Dating event. DJs will spin the hottest Latin music at each venue,
highlighting salsa in New York and rock en espanol (in Spanish) in
California, for example.
Jeep will feature and promote the Chasing Papi parties via a dedicated
bilingual Web site at jeep.com/chasingpapi (site live on April 7). The Web
site will feature movie trailers, information about the movie and Jeep
vehicles, a calendar of the local events, party invitation sign-up and
photos from the events as they unroll. The parties also will be promoted
online with banner ads on Univision.com in Spanish, and AOL and Yahoo! in
English and Spanish.
Bilingual street teams will cruise the streets in the eight markets in a
Jeep vehicle wrapped with "Chasing Papi" graphics before the club events to
pass out bilingual flyers about the parties. They also will be on site at
each club venue, distributing premiums and accompanied by a bilingual
product specialist to answer questions. Each club venue will feature
vehicle displays and Jeep cutouts.
Radio promos on select Spanish- and English-language youth-oriented
stations in each of the markets also will support the Chasing Papi parties.
Latina Magazine will post information about the parties on its Latina.com
Happening section and in the Latina Go Guide section in May and June, and
will send an e-mail blast to its subscribers.
GlobalHue, the Chrysler Group's multicultural marketing agency of record,
developed the Jeep spots and promotional campaign.
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