DaimlerChrysler AG’s Chrysler Group division has recently launched an aggressive advertisement campaign to promote the newly redesigned Jeep Wrangler. Included in the promotional campaign for the Jeep Wrangler is the company’s partnership with Trans World Entertainment, a company that operates retail entertainment stores for prerecorded audio and video products. In addition, Trans World Entertainment operates their retail stores named f.y.e. (For Your Entertainment). Trans World Entertainment currently operates more than 800 f.y.e stores all over the United States, making it as the largest retailer in the nation for the entertainment category.
According to Chrysler, “the promotion made sense for Jeep since a large portion of f.y.e.’s customers are young men aged 18 – 34, the demographic coveted by Jeep for the Wrangler”. The promotional campaign for the newly redesigned Jeep Wrangler includes a contest that will give a chance to f.y.e. customers to scan a barcode for them to be able to have an entry in the raffle contest, where the grand prize is new Jeep Wrangler. Moreover, Jeep will also conquer the listening and viewing stations (LVS) at f.y.e. by delivering advertising materials and draw the attention of customers. LVS are so popular and unique for f.y.e. It allows customers to view scan the barcode and view a sample of the contents found on their chosen audio CD, DVD, or game through LCD screens placed in f.y.e. stores.
In addition, f.y.e. customers can view the marketing ads for the Jeep Wrangler in two ways, one on the barcode printed at the back of the entry booklets where they could scan it and see if they won the brand new Jeep Wrangler with Jeep Repair Manual. The other way is when they scan the product (e.g. CD, DVD, or game) at LVS, the Jeep Wrangler ads will be displayed.
“Customers love the LVS stations. They spend a lot more time in the stores, browsing and sampling products”. said Barry Burmaster, Director of Marketing for Trans World Entertainment.
“We had over 700,000 scans of the booklets, which we thought was pretty good since it represented around a 40% entry rate, but we had 17.8 million Wrangler ads delivered with the product scans which greatly exceeded what we expected. Our stores are all about entertainment so if the spot is not entertaining it simply will not work as well and might even meet with consumer resistance,” he explained.
Meanwhile, other marketing campaign for the Jeep Wrangler include store associates in Jeep tee shirts, Wrangler presence on the f.y.e. web site, Jeep integration with the retailer’s e-marketing communications, Jeep integrated into the fuse TV show, and a Jeep Wrangler tag on f.y.e.’s national radio spots.
