Chrysler's Jeep brand is known for Rubicon-esque off-roading, but the brand is now going where no Jeep has gone before. Jeep has signed up to sponsor Dave Matthews' four-city summer music festival that starts today in Atlantic City, N.J.
The automaker says it is also launching partnerships with a number of emerging artists across various genres of the music industry, with each artist taking a 2011 Jeep Compass on tour and posting live tweets and updates along the way. The artists involved include Alberta Cross, hip-hop artist Elzhi, and rapper MGK.
As sponsor of the "Dave Matthews Band Caravan," Jeep will have an experiential marketing footprint at tour stops and the 2011 Compass will be the exclusive automotive sponsor for the tour.
The Caravan is a three-day music festival making four stops this summer. The festival started Friday and runs through early September. The festival comprises multiple stages, events, and a roster of different acts, and includes a "Jeep Journey to Stardom" program. The latter includes a Jeep Recording Studio & Jeep Track Bar where people can record a song, experience what it's like to get signed to a recording contract and go on tour with a personal tour manager.
Jeep will also have a "Journey to Stardom Road Tour" test-drive program that includes both an on-road and off-road course with obstacles that are intended as physical manifestations of each of the tour's stops (Bader Field, Atlantic City; Lakeside, Chicago, Governor's Island, New York City and The Gorge at George, Wash.)
A Jeep Rock Star Lounge has Jeep-brand merchandise, VIP passes and festival posters signed by the Dave Matthews Band. Social media components of the Jeep presence at the festival include live updates on the Jeep's Facebook page and on Twitter (@Jeep).