Jeep wants to boost sales to young Hispanic Americans by linking its name, advertising and promotional events with Chasing Papi, a Hispanic comedy film about a playboy.
"It is this year's My Big Fat Greek Wedding," says Jeff Bell, vice president of Jeep marketing. "But it focuses on the American Hispanic experience."
Jeep is doing three things in addition to placing the Grand Cherokee, Liberty and Wrangler in the movie, which arrives in theaters April 16:
1. Four of the film's stars appear in a 30-second Jeep TV spot breaking March 24 on network and cable TV. A print ad in English and Spanish publications supports the commercial.
2. Thirty-two Chasing Papi Jeep Club Parties will be held in eight cities.
3. A "Find Your Papi in a Jeep" sweepstakes will give those who visit a dealership and test drive a Jeep in the eight markets a chance to nominate a man worthy of winning a Wrangler.
Papi is a generic term in Hispanic culture for "a hunk, a good-looking male," Bell says. Jeep's film tie-in seeks Hispanics ages 18 to 28.