Creative Agency: Organic
Media Agency: PHD
"Jeep Patriot and the Way Beyond Trail" is an interactive film where consumers become a character, and the plotline is driven by the choices made by users at the end of each scene. Our clients really pushed us to integrate across channels -- not only in concept but right down to talent. So, for starters, the agencies and directors worked hard to cast principals we felt would carry both the TV spots and the web production.
The web experience was a particular challenge. The film was compelling, but to convince someone to watch 10 or more scenes in one sitting required an entertaining and surprising overall experience. We designed an optional "backcountry waiver" that users can fill out to enjoy some personalized fun at various points in the film. For example, if you upload your photo, it will appear on your ID when you get carded at a backwoods bar in the film. Or, if you provide a friend's email address, he or she will be notified as your emergency contact when you hit a "dead end." We also developed a map that reveals your path as you go so that you can find your way out of those 22 dead ends. We kept asking ourselves, jaded Web junkies that we are, "is this something we would want to spend our time exploring?"
The website and supporting online media exceeded our client's campaign targets within the first two weeks of the campaign. After the launch, we saw over a 100 percent spike in awareness of Jeep Patriot on major search engines. We also found that 38 percent of site visitors became "deeply engaged," spending over 8 minutes per visit on average (highest average topping out at over 12 minutes). Furthermore, 28 percent of the website traffic was direct/unaided (i.e., from TV, print, or word-of-mouth), and 4 percent of site visitors sent the site to a friend. And we didn't just build general awareness and buzz: 29 percent of visitors who started the "Way Beyond Trail" film went to Jeep.com to learn more about the Patriot.
-- Sam Cannon, Group Creative Director, Organic
With 44 scenes and a cast that manages to pull off the hipster thing without being too hip, you join Jodi, Srini and Gary on a camping trip turned treasure hunt.
After the lengthy initial scene, I was afraid I'd have to wade through all 44 scenes to get to the end (who has that kind of time?). But I did it in 16, encountering an interesting cast of characters along the way. (BTW: the shortest possible route to the end is 10 scenes.) You're sure to encounter plenty of dead ends, forcing you back to correct your error in judgment. Be sure to meet Richard, a crazy mountain man who echoes the last word of every sentence he speaks. I won't spoil the end, but it's fun.
At film's end, I was told I missed 28 scenes, and judging from the flickr set and the behind the scenes footage, I missed some fun. (Yes, they even have a flickr set, along with the requisite AIM icons and desktops.)
The Jeep Patriot has a minor and unobtrusive role in the film, merely carrying you and your new friends down the dusty road to more adventure, occasionally showcasing (in very subtle ways) the features of the vehicle. For example, a flip-down boombox-like appliance unfolds from the raised tailgate as Jodi tries to introduce the mountain folk to techno. Surely not standard equipment.
Nice job on the part of Organic to reach out to the young car buyer. They know their target: wisecracking adventure seekers with some time on their hands, who also have a built-in disdain for the hard sell.
-- Dave Wilkie, creative director, Dexterity Media and author of the advertising blog, Where's My Jetpack
I have to say that from moment one, I was hooked, hooked, hooked. Although I'm a big proponent of seeing internet video driving commerce and other actions, I also love seeing the entertainment side where users get to make decisions and feel a bit of control. It really reminds me of some of the early interactive PC games and has a great feel coming to the web.
A really nice touch was the personalization: as long as you had a common name that they accounted for, they threw a few lines in here and there where you feel like you are really involved. The preparation required to make up 44 different scenes and take a little extra thought to not only make it funny -- as well as the additional features like map tracking and the ability to receive a clue if you get stuck -- all show a commitment to do quality work that, like the BMW films of the past, was purely for brand development and future benefit.
So many times there is a requirement in our industry to bring instant gratification for every campaign, and long term development is a bit short-sighted. All the folks on this campaign did a tremendous job. This is by far the best interactive entertainment I've seen in quite a while.
-- Keith D. Pape, vice president, FrontGate Creative