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Jeep breaks location-based in-app ad campaign for Grand Cherokee

Chrysler?s Jeep brand has launched an in-application advertising effort as part of its national Grand Cherokee mobile campaign.

Jeep is the first exclusive sponsor of location-based mobile media company JiWire?s Wi-Fi Finder application, which enables mobile users to find local hotspots through a directory of more than 315,000 locations. The applications for Apple?s iOS and Google?s Android-based devices offer geo-targeted platforms for advertisers and have been downloaded more than 8.5 million times.

?Jeep has partnered with JiWire to reach Jeep?s active audience, who spend much of their time on the go,? said David Staas, senior vice president of marketing at JiWire, San Francisco.

?The campaign enables Jeep to engage consumers by giving mobile users access to browse the online inventory of new Jeep brand models and join the community via social network integration without leaving the app,? he said.

?In addition, you can do in-app browsing of the Jeep Web site for further engagement.?

Jeep is an automobile marque and registered trademark of Chrysler. It is the oldest off-road/sport-utility-vehicle brand.

JiWire?s platform enables advertisers to identify and deliver ads to audience segments based on a person?s physical location while taking the venue type and brand into account.

Jeep targets mobile consumers
The Jeep brand is extending this offering as the first presenting sponsor of JiWire?s Wi-Fi Finder to complement its national ad campaign in hotels, airports and other premium venues.

With this new cross-channel experience, the brand is one of the first advertisers to message and engage users when they connect on a laptop, tablet or smartphone across JiWire?s media channel.

The Jeep brand is promoting its all-new 2011 Jeep Grand Cherokee on the initial landing page of the Wi-Fi Finder, as well as throughout the mobile application, with the goal of reaching millions of engaged consumers through this cross-channel approach.

Here is a screen grab:

The campaign is designed to help Jeep to engage consumers by giving mobile users access to browse the online inventory of new Jeep brand models and connect with social networks through the application?s integration.

The Jeep Grand Cherokee campaign promotes the vehicle?s 4X4 off-road capability and its American craftsmanship.

The mobile application sponsorship provides a medium to convey this message to an affluent, active, adventurous and captive audience in a visual and socially interactive way.

Here is a screen grab showing the in-application ad unit's social-networking integrations:

Mr. Staas said that mobile advertising has evolved to be far more about audiences and on-the-go behaviors and less about specific devices or technology channels.

Jeep understands the value of targeting both mobile and online channels to provide the necessary scale in reaching its target audience, per JiWire.

?Location context is one of the most relevant data points for understanding consumers at the point that they see an advertiser?s message,? Mr. Staas said. ?People today are demanding much more localized content as they spend more time on the go.

?Location context goes beyond a point on a map to identifying not only where someone is, but also the type of venue and even brand of venue where they are,? he said. ?Location-based advertising allows brands to localize themselves and be much more relevant to their audience.

?When local content is added to creative, users engage 100-120 percent more than they do with the same ad without the local content.?

Final Take
Dan Butcher, associate editor, Mobile Marketer