Want to help write a Marvel comic?

[drice6900]

linky

 

A comic attempt to woo Jeep buyers: Chrysler lets customers create an adventure with Marvel Comics to promote '07 Jeep Patriot.

by Josee Valcourt / The Detroit News

 

Jeep has called on Marvel Comics' super powers and the creative thinking of the masses to help promote its new 2007 Jeep Patriot compact SUV.

 

In a Web-based marketing campaign, consumers can submit dialogue and plot for how they think four young protagonists should handle villains and solve a mystery in an online comic called "The Patriot Factor." The Chrysler Group, which includes Dodge, Jeep and Chrysler vehicles, and Marvel Comics paired up to create the comic, which can be viewed at www.patriotadventure.com beginning noon today.

 

The story takes place in an unnamed metropolis and begins when Ryan Singer, an acclaimed electronic musician and producer, composes a song based on a series of numbers he overheard two strangers whispering. The story gets going when the strangers later show up at Singer's loft intent on mayhem. Singer's wife, Natalie, and best friend, Joe Starks, are introduced.

 

Mason Black, the fourth character and a mentor of sorts, guides the trio driving a Jeep Patriot through their adventures and provides them with gear. How the story unfolds is up to consumers, who will have to register online to help determine the gang's fate.

 

The marketing strategy is an attempt by Chrysler to get its new vehicle noticed by consumers by getting them creatively involved. "It's driven by a need for advertisers to connect more deeply with their potential customers," said Stephen Lovett, director of client development at consulting firm Harris Interactive in Ann Arbor.

 

More companies are test-driving co-called consumer-driven marketing to engage potential buyers, Lovett said.

 

General Motors Corp. ran a TV ad during the Super Bowl that was conceived by a college student that won a contest hosted by the automaker. "There is a trend for far more involvement," Lovett said.

 

The Jeep Patriot, an entry-level vehicle priced at $14,985 is a new small SUV that combines on-road and off-road attributed. Its target customer is young and upwardly mobile.

 

The first five pages of the "Patriot Factor" will immediately go online followed by another 15 pages in upcoming weeks.

 

Jeep felt collaborating with Marvel Comics, known for such popular characters such as Spider-Man and Wolverine of the X-Men, would help attract the attention of young buyers who are hard to reach with traditional advertising.

 

"It's all about connecting people to the brand and involving them to the Jeep experience," said James Kenyon, Chrysler spokesman.

 

Though more companies are devising marketing that lets consumers participate, the strategy is not without potential downfalls.

 

"If I'm watching a TV spot that was developed by a customer, that person who developed it was extremely involved and probably came closer to the brand as part of spending their time researching," Lovett said. "You definitely impact the people who do get involved and raise their hands and connect. But how many others can you also get to feel some of that?"

 

John Henke, marketing professor at Oakland University in Rochester, said the fundamental question should always be: Will it sell more vehicles?

 

"The real challenge for many people when they start using the Web for this type of stuff is not to get enamored with the technology and the fancy things they can do but to continue to bear in mind" what's the ultimate impact on customer base and sales, he said.

 

In the case of Jeep's latest campaign, Henke said, it appears to have the right elements to grab the younger buyers' attention.

 

"It sounds to me that this may work much better than the Dr. Z approach," said Henke, referring to a marketing campaign Chrysler launched last summer starring DaimlerChrysler AG CEO Dieter Zetsche.

 

The first 100,000 participants who register online to submit story lines will receive a 28-page version of "The Patriot Factor."

 

A team from Jeep and Marvel Comics will select the best story ideas. Those participants will receive the original illustrated panel created by Marvel artist Bing Cansino and will also be credited as authors in the printed book.

[Sal]

so...basically, Chrysler's marketing department wants "the masses" to do their jobs for them. pretty freaking clever

[heinlein99]

Hey, it's the Web 2.0, baby. User-created content.

[Artboy99]

What I hate about this type of contest is that they already know exactly what they want...talk about limiting the creativity. It would have been far better to simply give those interested a title and let them run with it.

 

Artboy99

[djpinkpanther67]

What I hate about this type of contest is that they already know exactly what they want...talk about limiting the creativity. It would have been far better to simply give those interested a title and let them run with it.

 

Artboy99

Agreed...

[Comicdey]

just submit a few wild and crazy ideas and let the jeep do the rest

[djpinkpanther67]

SOMEONE needs to help Marvel out, with all the doo-doo they have been putting out of late...