Jeep and NBCUniversal Partner for “Cherokee Effect”
Chrysler recently announced big plans for its Jeep nameplate: a partnership between the brand and NBCUniversal to advertise the 2014 Jeep Cherokee in a highly innovative way. The partnership has rightfully been titled “Cherokee Effect” and launches tonight.
“Cherokee Effect” draws on NBCUniversal’s talent pool, including Sarah Hyland from Modern Family, Baron Davis from How I Rock It, Terrence Jenkins from E! News, and Kyle Richards from The Real Housewives of Beverly Hills (No, don’t worry; we didn’t think the Housewives could have a positive influence on TV either, it’s not just you). What is unique about this marketing initiative, however, is what these stars will actually be doing.
Each of the above mentioned NBCUniversal stars, as well as a few others, will take to the road on their own adventures in a 2014 Jeep Cherokee—some just on the haphazard streets of LA and others on more rugged adventures, like Joshua Tree National Park. We’ll then get an inside look at these adventures when they first air during the stars’ programs.
“Our goal was to develop a unique launch concept that allowed us to bring to life the spirit of curiosity and discovery that is enabled by the all-new 2014 Jeep Cherokee,” commented Kim Adams House, who is the head of advertising for the Jeep brand. “The opportunity to partner with NBCUniversal and create engaging content based on the talent’s own personal adventures presented a strong platform with incredible reach to tell the Cherokee story. It aligns with our ‘Built Free’ advertising campaign that speaks to the very basic desires to explore and to discover.”
Tonight marks the first vignette to air (it’s Kyle Richards’ during Real Housewives at 8 p.m. EST on Bravo), and more will continue to air over the next four months during each star’s respective program. After each vignette has aired, extended versions will be available for viewing on the “Cherokee Effect” website. You can also check out all the behind-the-scenes action on the Jeep blog.
And, if Chrysler’s success with the Ron Burgundy Dodge Durango commercial series is any indication, then the all-new “Cherokee Effect” vignettes should draw high praise from critics and fans alike. We look forward to seeing if we’re right.