DaimlerChrysler's Jeep is promoting its Commander vehicles with a part-viral, part-branded entertainment campaign, created by interactive ad agency Organic, that went online Thursday www.WeAreTheMudds.com, writes MediaPost. The effort is part of a strategy to increase online marketing, according to Jeff Bell, vice-president of the Chrysler and Jeep Group. "We will continue to push monies towards interactive and experiential marketing for three reasons," he is quoted as saying.

"First, it is measurable. Second, it is more engaging emotionally, and therefore effective. Third, the highest quality of creative and technical talent is working in this area," according to Bell.

Traffic will be driven to the site via online and offline promotions. No TV spots are yet planned featuring the Mudds, the family of Jeep enthusiasts featured on the site, which will include "blogs" by the characters and a series of four downloadable videos of Mudd family vacations. "It's really very much an online campaign for the moment," said Chuck Russo, Organic's chief client development officer.