Auburn
Hills, MI - G4®,
the TV network all about video games and the gamer lifestyle,
and Jeep® brand have formed an
integrated marketing and programming partnership, aligning
the auto maker with G4’s two premier programming events:
“E3,” the video game industry’s annual
trade show, and G4’s upcoming signature programming
tentpole, G-Phoria. In addition, the Jeep brand has created
a special commercial to run exclusively on the G4 network.
The alliance was announced today by Dale Hopkins, senior
vice president, distribution and sales, G4.
“There is a video game revolution
taking place - the ‘gamer generation’ is the
leading trend influencer in the marketplace and is driving
pop culture,” said Hopkins. “The Jeep brand
has a history of leveraging the video game industry and
has now decided to target the ‘gamer generation’
by creating a commercial that speaks directly to this audience,
and by partnering with G4 on our two key programming events:
G-Phoria and E3.”
G-Phoria will take place in Hollywood on
July 30, and bring together hundreds of artists, game developers,
publishers, writers, and gamers for an evening featuring
top-name musical acts, interactive game stations, celebrity
interviews, and the unveiling of G4’s first video
game “Glow Awards,” honoring the best games
of the last 12 months.
Jeep Brand and G4 Marketing Partnership
"Currently,
155 million people play games - more than 60% of the U.S.
population,” said Jeff Bell, vice president, Jeep,
DaimlerChrysler Corporation. "We know there are major
opportunities that exist with gamers and we started communicating
with them a couple of years ago, with our own Jeep games.
It’s true that gamers play in a virtual world, but
that world is far from static. We are constantly looking
at automotive marketing in new ways - leveraging existing
opportunities, creating new ones and exploring the future.
A relationship with G4, and a TV commercial that speaks
to gamers in their own language, was the natural next step
for the Jeep brand in the video game arena."
Jeep
will be integrated into G4’s six hours of G-Phoria-specific
programming, as well as sponsor the “G4 Legend Award.”
Programming includes:
Achieving
the Glow - Five 30-minute specials airing throughout
the summer that lead up to the live event, each focusing
on a different aspect of the show: Musicians, Actors, Athletes,
Game Developers and Gamers
Pre-Phoria
- a one-hour special featuring Glow Award nominees
G-Phoria
Special, a 90-minute show airing August 8 and featuring
highlights of the July 30 live event
G-Phoria
Wrap-Up Special - a one-hour program to air on
G4’s news program, Pulse
The Jeep presence at G-Phoria will include
vehicles on site at the Hollywood venue, as well as a G4-branded
customized Wrangler, which will then travel to various events
throughout the year.
Jeep also will be identified as a presenting
sponsor of G-Phoria in all of G4’s on-air, online
and off-channel promotional and marketing campaigns, including
comprehensive print and TV advertising, on-site signage,
and other collateral and branding materials. Additionally,
Jeep will be included in in-store and point-of-purchase
materials at EB Games’ 800 stores nationwide. The
leading video-game retailer is also a presenting sponsor
of G-Phoria.
Jeep
Creates Video Game-Centric Ad for G4
Reaching out to G4’s gamer audience,
Jeep created a unique, 30-second ad designed to resonate
with G4 viewers. The spot combines computer-generated imagery
- just like the graphics in today’s most popular video
games - with live-action footage of the Jeep Wrangler Rubicon
in action. The 30-second spot was created by BBDO Detroit,
the agency of record for Chrysler Group, and will run throughout
the summer.
The Jeep/G-Phoria alliance comes on the
heels of Jeep’s May sponsorship of G4 programming
at the recent Electronic Entertainment Expo (E3), the video
game trade show held in Los Angeles May 14-16.
Jeep Brand and G4 Marketing Partnership
About
G4
G4 is the Comcast-owned 24-hour, seven-day-a-week television
network dedicated to the world of video games. Targeted
to young adults 12-34, G4 is committed to creating a lifestyle
brand that is the premier source of entertainment, news
and information about electronic games, including video,
computer, online and wireless platforms. G4 currently has
distribution to approximately 10 million digital cable homes
on Comcast, Time Warner Cable, Cox Communications, Insight
and Mediacom systems. For more information, visit www.g4tv.com
.