September 10, 2002

14% of Jeep Rubicon video game players buy Rubicons

Jeep Rubicon
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Auburn Hills, Michigan – DaimlerChrysler reported recently that 14-percent of initial Jeep Wrangler Rubicon orders came from people who had played the new Jeep 4×4 EVO2 Web-based video game. This was the Chrysler Group’s first effort to use only Internet and gaming to launch a new vehicle model. As of July, there were 312,000 unique visitors to the game web site and 78,000 unique visitors to the Jeep Wrangler Rubicon product information site. While these gamers were virtually experiencing the capabilities of the new Jeep Wrangler Rubicon, the Chrysler Group was leveraging the game to deliver real product messages to the users.

“This is a unique program with Jeep Wrangler vehicles and hard-core off-road trails created exclusively for the Jeep 4×4 EVO2 game,” continued Bell. “And, with the demographics of the 4×4 EVO2 gamers and target Jeep Wrangler Rubicon consumers such a close match, it was also a great way to launch a great new product. Did Gen Y play this game? Absolutely. But so did Gen X and Baby Boomers – our target market for this ultimate off-road champion.”

To enter, gamers visited and completed a registration form starting February 8, 2002. They then either down loaded the game or requested a free game CD. Players choose any Wrangler model from the existing 2002 lineup (SE, X, Sport and Sahara) to drive on the Jeep 101 course. Like the real life Jeep 101 driving courses which provide current and prospective owners basic skills of safe, yet adventurous off-road driving, the virtual Jeep 101 course included both real world and virtual driving tips. Successful completion of the Jeep 101 course unlocked the 2003 Jeep Wrangler Rubicon model and the first of three contest competition trails. The contest culminated with a 10-person face-off at the eight annual Camp Jeep held in Branson, Missouri. The top scorer won a new 2003 Jeep Wrangler Rubicon.

On sale in summer 2002, the Jeep Wrangler Rubicon features locking front and rear Dana model 44 axles and a 4:1 low range transfer case, in response to the most demanding off-road enthusiasts.

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