Hey, Whats That Noise

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Hey, WhatsThat Noise
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Chrysler Group Unique Strategic Position

• Position our brands, products and services with
  a focus on customer needs pull based
• Deliver a portfolio of uniquely styled and
  positioned vehicles with a development system
  capable of delivering high quality at low cost
• Create an internal business system that will
  rapidly and efficiently respond to an
  increasingly fragmented and changing market
• Communicate this unique position to customers
  where and when they want it

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Media Mix
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Media Consumption
Average person spends 11.7 hours with media
iDMAa Journal, Spring 2004 Middletown Media
Studies
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Collaborative Alliance

• Paramount
• Tomb Raider
• Sahara
• Sirius Radio
• Dealers
• DAA Cable Buy
• Yellow pages to online leads

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Product Integration Jeep World of Adventure
Sports

• The only network TV series covering action and
  adventure sports around the world
• 4 world record attempts in kayaking, off-shore
  power boating, around the world sailing, and big
  wave surfing
• Partnerships supported with traditional media
  elements and authentic product integration
  featuring
• Title sponsor Jeep
• Presenting sponsor Energizer
• Supporting sponsor Red Bull, AOL, Goodyear,
  Columbia Garmin
• The series to be expanded to 10 hours on NBC in
  2005 new episodes beginning February 5
• Jeep benefits
• A TV franchise that matches the brand
• Leverage current Jeep outdoor event assets like
  Camp Jeep
• Expanded partnership alliances
• Working with Jeep business units around the world

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Interactive/Gaming

• Internet and usability
• Over 4 Million Gameplays, over 950,000 Registered
  to download or play advanced levels
• 38 of registrants intend to purchase a Chrysler
  Group product
• 31 are already owners
• Half of all respondents said the brands
  involvement in gaming had a positive impact on
  their opinion of the brand

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Gaming

• Xbox Demo Version
• EA SPORTS created Xbox demo
• Launched at NAIAS to travel auto show circuit
• Charger NASCAR model incorporated with all ten
  Dodge NEXTEL cup drivers
• Choose from production model Charger and Viper,
  as well
• Race Ryan Newman in Viper in opening sequence
• Tracks include Talladega and Dodge Raceway

• Retail Version
• EA SPORTS 2005 NASCAR Chase for the Cup 1
  NASCAR video game franchise
• Opening Cinematic Race Ryan Newman in Viper
• Dodge brand logos and content added to game
• Sponsorship of five online tournaments
• Interactive product immersion

• PC Version
• Coming soon

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Gaming

• Retail game published by ActiVision features
  Jeep Wrangler Unlimited and Liberty Renegade
• Tony Hawk Underground 2 (THUG2) 2 Gaming
  Franchise Kiosk will travel the Auto Show
  circuit for Jeep brand
• Kiosk showcases custom Jeep Rail Rated Level
  featuring the Wrangler Unlimited
• New PC version of retail game will utilize
  Nielsen Entertainment program to examine how
  consumers interact with advertisements embedded
  into video games

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Auto Show Camp Jeep New York
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Auto Show Camp Jeep New York

• Results
• 50 described Camp Jeep as most wanted to see
  or one of top exhibits
• 53 know more about Jeep models
• 50 plan to buy SUVs for next purchase
• 47 more likely to consider Jeep brand
• 70 spent more time at Camp Jeep than at other
  exhibits
• More than 30 spent 30 minutes or more at Camp
  Jeep
• 70 of dealers said that customers mentioned
  Camp Jeep New York
• 30 of dealers indicate that consumers came in
  with the zone incentive
• Increased average length of stay from 7 minutes
  to 22 minutes
• Over 35,000 test drives
• Over 300,000 walk thrus
• Over 20 million TV impressions
• Over 4 million Camp Jeep print impressions

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Auto Show Taking it to Chicago
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Hey, WhatsThat Noise

• Julie Roehm
• Director, Marketing Communications