• by Paul Gough , June 9, 2003

When Jeep wanted to reach the tech-savvy 18-34 demographic, they reached out to a startup digital network that has grown to 10 million households in the year-plus that it's been around.

Jeep turned to G4, the Comcast-owned network that aims squarely at the 18-34 demographic with a 24-7 programming slate that transcends video gaming into what can be termed the gaming lifestyle. Jeep's partnership with G4 is centered around two events, the just-concluded gaming trade show, the Electronic Entertainment Expo, and a G4-crafted event called G-Phoria.

Dale Hopkins, senior vice president of distribution and sales for G4, said Jeep has been into gaming for a while through Jeep games. "Jeep has always been about heroes and legends. It's what they stand for. G-Phoria is about celebrating the heroes of the gaming industry. It was a natural fit," Hopkins said. Jeep is top-of-mind among video gamers, she said.

At the E3 trade show, Jeep and G4 were tightly integrated, from Jeep branding on the uniforms of the G4 crews covering the event to the appearance of the Jeep featured in the new Lara Croft movie coming out soon.

"They were involved in every aspect of the campaign for us ... It was a wonderfully integrated program," Hopkins said.

The integration continues with G-Phoria, which G4 is billing not only as an awards show for video games but also a gathering of artists, game developers, publishers, gamers and celebrities. Every promotional opportunity - on air, off air and online - will feature the Jeep name and the brand's status as a sponsor.

Sponsorship will be reflected not only on G4 - even naming a hall of fame award after Jeep - but also on the print and TV advertising G4 will do before the July 30 G-Phoria event. Point-of-sale advertising will feature Jeep at 800 EB Games stores as well.

"It's really taking it [integration] to a whole other level," Hopkins said.

Jeep, a division of DaimlerChrysler Corp., wants to tap into the 60% of the U.S. population that play games. "It's true that gamers play in a virtual world, but that world is far from static," said Jeff Bell, vice president of Jeep. "We are constantly looking at automotive marketing in new ways - leveraging existing opportunities, creating new ones and exploring the future. A relationship with G4, and a TV commercial that speaks to gamers in their own language, was the natural next step for the Jeep brand in the video game arena."

G4 is customizing a Jeep Wrangler for G-Phoria, outfitting the vehicle with plasma screens and game consoles to allow attendees to play video games inside. It'll be parked at the event and then go on a tour.

A special 30-second spot for the Jeep Wrangler Rubicon that is part live action, part computer-generated animation, was created by BBDO Detroit and will run throughout the summer on G4. Jeep will also be a part of the five half-hour specials that run up to the event, the one-hour special highlighting nominees, the live event itself and the wrap-ups that will follow in the hours and days afterward.