THINK was asked by Wenner Media (the publisher of Rolling Stone, US Weekly and Men’s Journal) to create an online promotion and microsite co-sponsored by Jeep and Men’s Journal. The primary objective was to raise awareness of the all-new 2007 Jeep Patriot outdoor adventure vehicle and drive visitors to the Jeep Patriot web site. Capitalizing on both brands’ affinity for outdoor adventure, the site invites users to team up (or build a “tribe”) to win various adventure prizes, ultimately paving the way to a chance to win a Jeep Patriot. Online tribes compete to answer trivia questions based on the Jeep Patriot. Tribes who correctly answer trivia questions win prizes and advance toward the ultimate goal of winning a new Jeep Patriot. THINK worked with Jeep and Men’s Journal to develop an easy-to-use interface for users, which supports a complex registration database that tracks tribes, members and game question sequences.
