“Keeping Jeep Cool” Christine MacKenzie Executive Director – Multi Brand Marketing & Agency Relations Chrysler Group Christine MacKenzie Executive Director – Multi Brand Marketing & Agency Relations Chrysler Group

Product Expansion From 3 vehicles to 7 in 18 months

Growth Process Identifying a new audience – Go beyond the core “jeeper” Connecting with this new target – Use of new media and measuring results Making the message relevant to audience – Maintain Jeep core while expanding its appeal Identifying a new audience – Go beyond the core “jeeper” Connecting with this new target – Use of new media and measuring results Making the message relevant to audience – Maintain Jeep core while expanding its appeal

Who is this target? Younger More Connected New to Jeep Younger More Connected New to Jeep

Wrangler Product: Jeep Wrangler Unlimited (4 Dr) Connection: Website video, music & action sports Tactics: – Lifestyle video on website “Weekend with Wrangler” – Sirius promotion w/Tony Hawk Product: Jeep Wrangler Unlimited (4 Dr) Connection: Website video, music & action sports Tactics: – Lifestyle video on website “Weekend with Wrangler” – Sirius promotion w/Tony Hawk

Wrangler Results 700K+ visits in 16 days – 16% of all Wrangler site visitors – 60% watch entire video 700K+ visits in 16 days – 16% of all Wrangler site visitors – 60% watch entire video

PARTNERSHIP :30 sec television execution featuring Tony Hawk promoting Jeep Wrangler Unlimited and Sirius Satellite Radio Co-branded promotion with Sirius Satellite Radio, Jeep and Tony Hawk TV OFFER Special incentive offer on Sirius subscription Wrangler: Sirius Radio Promotion

Compass Product: Jeep Compass Connection: – LOST ARG – Music Social Media Tactics: – Pre-Launch Partnership with ABC LOST – Launch with Uncharted Music Tour Product: Jeep Compass Connection: – LOST ARG – Music Social Media Tactics: – Pre-Launch Partnership with ABC LOST – Launch with Uncharted Music Tour

Compass: "Lost ARG Experience” Approach Prospects are avid viewers of ABC’s “Lost” Engaged visitors by leveraging program’s inherent elements of intrigue and surprise We worked with ABC writers to develop “fiction on the fly” content Clues were placed across the Web on YouTube, Wikipedia, Jeep.com, etc. 104 different Web properties involved in the campaign – many created by the players

ON AIR ONLINE PRINT WIRELESS Spots for fictional foundation air within Lost, driving consumers to 800 number and LetYourCompass GuideYou.com Consumers call 800 number for clues and hear a Jeep radio spot while on hold Additional clues are hidden in Compass ads in People & Entertainment Weekly. Story progressed through NY Times ad Let Your Compass Guide You.com microsite created with clues. Secret video and podcast embedded in Jeep.com EVENTS Experience characters appear at Uncharted concert events and Apollo candy bars given out at Jeep events Compass: “The Lost Experience”

Compass: “Lost” Results In one month, we generated seven-figure traffic Converted 40% of traffic to the Jeep site 80% of traffic was entirely new to Jeep Time spent on the site was more than 3x average In one month, we generated seven-figure traffic Converted 40% of traffic to the Jeep site 80% of traffic was entirely new to Jeep Time spent on the site was more than 3x average

Compass: Uncharted Approach Music: Worked with GMR to engage eight emerging artists to participate in "Uncharted: The Jeep Compass Music Tour". The tour began on August 24th with a kick-off concert in Central Park headlined by G. Love & Special Sauce. Built supporting sites on MySpace and Facebook. Approach Music: Worked with GMR to engage eight emerging artists to participate in "Uncharted: The Jeep Compass Music Tour". The tour began on August 24th with a kick-off concert in Central Park headlined by G. Love & Special Sauce. Built supporting sites on MySpace and Facebook.

ON AIR ONLINE/ Social Networks ONLINE/ Broadband Emerging artists music tour with 286 performances and 62,000 attendees Profiles on MySpace and Facebook, provided tour info, music downloads. Generated WOM promotion PRINT Ad in New York’s Village Voice to promote Central Park kickoff event One hour syndicated program “Uncharted” distributed and promoted via Google video EVENTS One hour behind-the- scenes program airs through syndication syndicated program Compass: Uncharted Music Tour

Compass: Uncharted Results 30K + “Friends” 290K music plays 1M + unique visits 30K + “Friends” 290K music plays 1M + unique visits

Patriot The product: Jeep Patriot The connection: A web adventure experience The tactic: Fully integrated TV, Print, Web - including “Way Beyond Trail” adventure The product: Jeep Patriot The connection: A web adventure experience The tactic: Fully integrated TV, Print, Web - including “Way Beyond Trail” adventure

“Choose Your Own Adventure” Patriot launch spots drive consumers to Jeep.com where they can experience interactive film ON AIR Consumers engage with interactive film and make story choices throughout ONLINE Banner ads and :15 short webisodes engage consumers driving them to interactive film on Jeep.com PRINT WEBSITE Magazine “Connect the dots” creative drives consumers to interactive film on Jeep.com Patriot: “Way Beyond the Trail”

TV Ad WBT Online Experience Jeep.com Homepage Trailer on YouTube Facebook Profile Patriot  Integration

Patriot: “The Way Beyond Trail” Approach Drive all TV, Print, and Web advertising to a fun, one-of- a-kind online experience PatriotAdventure.com Allow visitors to define the story line (while subtly learning about the new Jeep Patriot) Provide visitors with options to engage – Customize with name, photo, etc., or they can engage “anonymously” – Invite their friends to try the experience – Go directly to Jeep.com to learn about the new product

Patriot Results Results to-date Total Visitors > ½ mil already! Engaged Visitors - exceeded objective by 300%... already! Incremental visitors to Jeep.com – on track to exceed original objective