Jeep – Drive Your Track

Not content with hitting up Mr Cab Driver himself, Lenny Kravitz, for their recent ad campaign, the Jeep brand is rolling out an innovative digital promotion, which lets users map their favourite tracks online.

The ‘Drive Your Track’ digital campaign, which apparently originates in Spain, centres on the Infinity Sound System built into the company’s Wrangler model. “Wherever you want to go, music will follow you” runs the tag line.

Visitors simply upload a track of their choosing via the site, which is then analysed, and the resulting sound waves converted into geographical features from around the world, including mountain ranges such as the Himalayas, Andes and Alps.

Interestingly, Jeep makes a clear distinction here about the supposed music taste of its target audience, utilising both AC/DC and Albert Hammond Jnr as suggested acts someone might upload. Not content with playing a fairly generic dad rock card they also offer something for their urban customers in the form of Kanye West. However, in case their target market isn’t completely sold they go a step further with a dig aimed squarely at a certain popular Tween idol.

“If you like Bieber, you 're looking for another car” states the voiceover.

Building on the idea that music is the first stepping-stone on your next big adventure, Jeep provides a host of information based on the journey your chosen song has inspired. Clicking on any of the individual destinations highlights its distance from your location on a map and outlines localised information, including hotel accommodation and restaurants, from the area. Not to mention details of those all-important Jeep dealerships you could make a pit stop at in your current vicinity.

It’s a neat piece of travel recommendation wrapped up in a personalised music app, which tugs at the desires of those eager to explore. It also cleverly succeeds in disguising its true test drive intentions behind a layer of adventure-based content, while effectively pushing it's in-car music capabilities.

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