By Bob Erickson
DETROIT – Last August, DaimlerChrysler broke new promotional
ground when it launched The Jeep Compass Summer Music Tour.
Under the slogan “Uncharted. Unfiltered,” the
tour sent nine up-and-coming artists on separate, month-long excursions
across America. All together, the young singer/songwriters put on
286 shows on random street corners, at fairs and local festivals – really
"Uncharted" venues – from the East Coast to the West Coast.
Each of the performers traveled in a Jeep Compass loaded with
sound and camera equipment, and the NTC Web site has captured a video of every
performer for our UAW-DCX IN A FLASH feature at upper right on our home page.
The young musicians gathered in Central Park for
the Summer Music Tour kickoff event last August.
Today, we’ve posted the first four of those, along with a video filmed
at the tour kickoff event in New York City’s Central Park. A week from
now, we’ll put up the remaining five film clips while adding the initial
postings to our video archives, which now contain more than 50 videos.
The videos show the musicians as they stop “wherever” to stage
their street shows and show off the vehicle whose target market is younger
consumers who may not have previously considered the Jeep brand.
Specifically, the Compass campaign is designed to attract single or recently
married educated professionals between the ages of 25 and 39 who are independent
and family-oriented, with a household income of $55,000 plus. Nearly 70 percent
of that group is college or university educated.
Singer/songwriter SONiA at the kickoff.
With that audience in mind, Compass ads tout the vehicle’s “available
458-watt Boston Acoustics stereo … MP3 input … and available
SIRIUS Satellite radio.” And the Jeep brand maintains a presence on
several immensely popular Web sites, including MySpace and YouTube.
It's all part of a DaimlerChrysler marketing philosophy that
embraces the "social networking" popular with young Internet users
in an effort to expand the demographic
of Jeep owners
The nine musicians who participated in the tour include Creede
Williams, SONiA, John Pringle, AM, David Berkeley, G Love, Christopher Jak,
Mike Himebaugh and Eric Hutchinson.
The four performers featured on UAW-DCX IN A FLASH
this week are AM, Williams, SONiA and Pringle. Look for the rest next week.