Jeep to Drive Interest In New Models With Miss FHM Sponsorship
DaimlerChrysler's Jeep auto brand and Emap Metro LLC's FHM laddie magazine are partnering on a nationwide search for the "hottest girl next door" in a contest called Miss FHM.
The sponsorship comes just as Jeep, Auburn Hills, MI, introduces several new vehicles this year, including the 2007 Jeep Wrangler, to appeal to a younger consumer. FHM's audience meets Jeep's specifications.
Jeep known for its rugged sport utilities and outdoor vehicles, now is the exclusive sponsor of Miss FHM, styled as "a tournament of beauties" and in its second year. The voting began July 4 at www.fhmus.com with the newsstand drop of the August FHM issue.
The campaign includes print ads and keepsake gatefolds in FHM issues September through February, customized creative for online voting, newsletters, e-mails, promotional ads and logo identification.
Also included is a customized microsite with streaming video of FHM photo shoots and Jeep pre-roll video spots alongside corresponding banner ads.
A Miss FHM sweepstakes will culminate in a grand prize package of an all-expenses paid trip for two to New York to attend a gala party at a local nightclub. There will be Jeep red carpet arrivals and vehicle displays.
Lauren Harris of Cherryhill, NJ, was last year's Miss FHM.