In an article about the increasing use of “new media” by marketers, Adweek includes the DaimlerChrysler-Marvel Comics “Choose Your Adventure” campaign among those that are “downright cool”:

At first glance, Jeep’s partnership with Marvel Comics to build buzz for its new Patriot SUV, in which consumers could submit their own ideas for a soon-to-be-printed comic book, seems old school. But visitors to the PatriotAdventure site were greeted by a set of high-tech tools and slick full-color visuals that kept them engaged in the process. There was also the incentive of getting their name in print as one of the co-authors of the book. Jeep’s careful execution of the program was a deft maneuvering in a user-generated content category filled with potential minefields that may get tripped when the message is opened up to consumers.

Interestingly, the Adweek piece notes the promotion didn’t draw thousands of submissions, as one might expect, but just 600 at the trade publication’s press time. However, marketers say, the numbers aren’t the point: “It’s the quality, stupid.”

There’s no mention of the trademark-infringement lawsuit, filed last week by the company that owns the rights to the Choose Your Own Adventures books. I presume that news came out after Adweek‘s deadline.

This entry was posted on Monday, April 2nd, 2007 at 8:20 am and is filed under Internet, Marvel, Pop Culture, Webcomics. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.