The latest company to invite user participation in its advertising efforts is Jeep, which launched a series of efforts seeking to increase consumer engagement, according to AdAge.

The effort, which will support the new Patriot SUV, will include print and online components. Online, the PatriotAdventure.com site will feature a "choose your own adventure" game. Players navigate their way through the film "The Way Beyond Trail" and make decisions, some of which will lead them to dead-ends. Visitors are then encouraged to build a list of their real friends who can come in and provide an exit from that predicament.

The print campaign will feature newspaper ads that encourage readers to connect the dots on the page to create a backdrop for the SUV. Another ad will include stickers of people, cars and other objects that people can arrange into their own scenes.

Already, Jeep says, 20,000 people have requested information on the Patriot online, but some analysts are concerned that the new model could cannibalize sales from the Jeep Compass.