Jeep, Marvel, public team in ad venture

SUV-maker is latest advertiser to let consumers direct content of ad campaign to be created by Marvel.


NEW YORK (CNNMoney.com) -- Jeep is the latest advertiser to turn to its customer for help creating its next ad campaign.

The DaimlerChrysler (Charts) brand is teaming with comic-book publisher Marvel Entertainment (Charts) starting an online campaign at noon ET Thursday in which users who register at a Web site will be able to submit dialogue and plot developments for an online comic called "The Patriot Factor," which will promote its Patriot compact SUV.

The Detroit News reports that the comic, which can be viewed at www.patriotadventure.com, will feature four characters and, of course, a Patriot SUV, who will be battling villains and trying to solve a mystery.

"It's all about connecting people to the brand and involving them to the Jeep experience," James Kenyon, Chrysler spokesman, told the paper.

The use of consumer-directed advertising is a hot trend right now. During this year's Super Bowl, commercials for Pepsico's (Charts) Doritos, General Motors' (Charts) Chevrolet and the NFL Network aired that were either created by or inspired by ideas from everyday people. Advertisers are also creating more campaigns specifically for online viewership, rather than simply airing television ads over the Internet.

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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.