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Bell Brings Advergaming to Jeep

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DETROIT -- DaimlerChrysler's Chrysler Group is launching the "Game Zone" on Jeep.com with the goal of strengthening brand awareness, increasing customer loyalty and driving more visitors to the site.

The initiative was led by Jeff Bell, vice president for Jeep marketing, who in his former position of vp of marketing for all of the Chrysler Group, facilitated the development of several similar projects for the Chrysler brand.

The strategy for the interactive projects is developed by BBDO, Troy, Mich.; the Arnell Group, New York, and Organic, Detroit, he said. Those agencies work with interactive specialty companies to produce the games. Game Zone and the games on it were created in a joint effort with gaming creators, YaYa, Los Angeles.

The first of several games to appear on the Game Zone include "Disc Dogger" and "Jeep Rescue Patrol." Disc Dogger features the gamer and a dog playing Frisbee for points. In Jeep Rescue Patrol, gamers use their choice of Jeep vehicles to drive over rough terrain to rescue stranded sport utility vehicles. A similar premise was used in a Jeep commercial, from BBDO, last year.

The automaker will launch more games on the Chrysler, Jeep and Dodge web sites, Bell said.