jeep-colbert pres (shelda eason v1)-2

Life is an Adventure

Promotional Opportunity for Jeep Patriot

Introduction

Since 1941, the iconic JEEP brand has been associated with freedom, capability and adventure

incorporating the slogan, “Go Anywhere, Do Anything.”

Life is an adventure therefore active individuals seek excitement with JEEP. The vehicle has the

ability to bring the driver into nature; to afford the driver the ‘‘reach’’ to go anywhere and do

anything in a JEEP; and to give the driver the mastery and capability the brand promised.

JEEP’s philosophy ties in well with Comedy Central’s millennial audience (people born between

1980s – 1990s; twice the size of Gen X). Our millennials are optimistic, confident, social,

empowered, diverse and involved. JEEP is a good fit for The Colbert Report.

Introduction

• The Colbert Report posted a 1.10 M18-49 rating across 2011.

• The Colbert Report attracted 601,000 M18-49 viewers.

• The Colbert Report was the #3 late night host in cable behind Jon

Stewart and Conan with M18-49.

Gender

• Male: 51%

• Female: 49%

Introduction

Age

• Under 18: 8%

• 18 – 24: 11%

• 25 -34: 24%

• 35 -44: 25%

• 45 – 54:19%

• 55 – 64: 9%

• 65+: 4%

Ethnicity

• Caucasian: 84%

• Hispanic: 8%

• African American: 5%

• Asian: 2%

• Other: 1%

Children in HH

• No Kids: 55%

• Kids: 45%

HH Income

• 0-50k: 11%

• 50-100k: 23%

• 100-150k: 35%

• 150+: 31%

Sources:

Quantcast.com – Estimated traffic on jeep.com for Dec 1, 2011 – Dec 30, 2011.

NMR, 12/27/10-12/25/11, Premieres only, most current data.

Education Level

• No College: 44%

• College: 42%

• Grad School: 14%

Objective

Objective

• My Vacation with Colbert is a partnership opportunity for the Colbert audience to express

individuality, lifestyle and an active enjoyment of life. This promotion is designed to:

Generate awareness and interest in JEEP’s Philosophy for living.

Encourage participants to use social media (Twitter, Facebook, Flickr, YouTube).

Tie in a benevolent call-to-action for consumers to create a JEEP Patriot for a

disabled veteran.

Reinforce the consumer/brand connection via contest engagement.

Gain new consumers, ignite interest in ownership, and create a stronger customer

connection.

Create a memorable yet engaging partnership experience with JEEP Patriot.

My Vacation with Colbert

• On colbertnation.com: Roll over JEEP Peeps icon and view vacationers’ photos. Follow their

adventure across the U.S.

Hero: Thomas Griffin

Home town: Silver Spring, MD

Occupation: Financial Analyst

Vacation location: Wright Brothers

National Memorial, Kill Devil

Hills, North Carolina

“Hey JEEP Peeps! Haven’t been to

the gym while on vacation, so

Stephen and I decided to work on

triceps with my JEEP Patriot!

Colbert is stronger than he looks!

360 Approach

360 Approach

Social Media

Digital

Mobile Benevolence/

Contests

On-Air

Social Media - Twitter

• Create twitter hashtag #jeeppeeps.

- Encourage Colbert’s Heroes to upload vacation pix and tweet about their adventure with

Stephen Colbert.

- JEEP Peeps can express their inner JEEP: I Live, I Ride, I AM [fill in your unique

expression].

- The Colbert Report has 199,927 twitter followers to date.

I Live, I Ride, I Am Outrageous! #jeeppeeps

Shelda Eason @ Shelda_Eason

My unique

JEEP

expression

Social Media - Facebook

• Create a co-branded Facebook page for JEEP Peeps with Involver.com (a social media

engagement platform).

- Heroes can post their adventures.

- Invite consumers to represent JEEP Peeps by commenting on submitted photos/videos

which will strengthen the brand’s reputation. Hit the “Like” button to announce you are a

JEEP Peep. Colbert has 2,450,646 likes to date.

- JEEP Peeps can help build a custom JEEP Patriot for a disabled veteran on FB or by

an embedded link to jeep.com/jeeppeeps/build-a-car-for-a-war-vet/

Comedy Central

Mon – Thurs

11:30pm/10:30c

Attention all

Heroes – become

a JEEP Peep now!

Social Media - Flickr

• Create a JEEP Peeps page on Flickr.

- Participants can also upload vacation photos and/or patriotic

pictures with Stephen Colbert via Flickr.

- Caption photo challenge: JEEP Peeps can write their own caption

and vote on the funniest slogan.

- Winner will receive a JEEP Peeps Tee.

Social Media - YouTube

• Heroes can also upload videos to Colbert’s YouTube Channel.

- JEEP Peeps can vote on the most patriotic video.

- Winner will receive a JEEP Peeps Tee.

Note:

YouTube Channel does not have a strong presence as of today. Anticipate growth with

promotional engagement.

Digital – colbertnation.com

• JEEP’s partnership continues online:

- Custom banner on colbertnation.com.

- Custom Co-Branded Billboard and Pre-Roll Video Ad.

- Homepage Promo Button.

- JEEPStakes Promo Button.

BECOME A

JEEP PEEP!

Take Colbert with you on your next Jeep adventure!

Click here for details

War veterans: enter the Jeepstakes!

Fans will customize the winning Jeep Patriot!

JeepStakes

Mobile – JEEP Peep App

• JEEP’s partnership continues on the JEEP Peep mobile app:

- Custom Co-Branded Billboard and Pre-Roll Video Ad.

- Homepage Promo Button.

- JEEPStakes Promo Button.

Benevolence/Contest

• JEEPStakes: The JEEPStakes sweepstakes stem from Colbert’s rant about Congress

entertaining the idea of cutting health benefits to veterans. Colbert’s patriotism can help bring

attention to honoring our veterans’ service.

- Build a vet a JEEP Patriot.

- Disabled military veterans can enter contest on colbertnation.com.

- Write a one-page essay on where they would travel in a JEEP Patriot.

- JEEP Peeps will select the winner via a voting process.

- Custom JEEP Patriot makes a debut appearance on the show; Stephen Colbert

announces the winner.

On-Air Promos

• In-Show Feature Segment: One JEEP Patriot custom branded feature segment for a full

week.

• Tagged Weekly Tune-ins: 8x JEEP Patriot tune-ins tagged with (:05) billboard featuring logo &

tag line.

• In-Show Weekly Billboards: 4x (:05) billboards featuring JEEP Patriot logo & tagline air within

The Colbert Report.

• If Colbert is unable to do an on-air spot, we can incorporate “Call-To-Action” spots driving our

audience on-line which are graphic base.

Note:

• Pending show approval.

• Mandatory production fees apply.

Presented by Shelda Eason

Thank You!

jeep-colbert pres (shelda eason v1)-2

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