Jeep has launched a karaoke website and viral video contest as part of a wide-ranging integrated campaign to promote its new SUV targeting younger - in particular female - drivers.

DaimlerChrysler and BBDO have created Jeep Compass Karaoke (jeepcompasskaraoke.com), built by avatar firm Oddcast, as the first phase of its launch campaign for the Jeep Compass, priced under $20,000 and aimed at 22-30 year-olds, reports AdWeek. Visitors to the site can create an avatar for themselves and choose from three songs, which can be sung into a computer microphone or the phone (via a 1-800 number). Users can then email the video to friends, who can vote for the performances.

Online media buys for the Compass include homepage buys on AOL, MSN, Yahoo and entertainment, fashion and music sites like Daily Candy, MTV's Real World, Yahoo Music and the Hispanic site Batanga, writes ClickZ. Another user-generated content effort is a contest where users can create their own Jeep ad online, which after review will be posted, allowing users to vote for the best ads.

Jeep has made TV, print, and radio buys, and an outdoor effort will include billboards, bus shelters, painted walls, building wraps and buzz marketing at beaches and clubs. Four :30 TV spots featuring bobbleheads bouncing to hip-hop music will begin airing next week on network, cable and online (including the Jeep and Compass homepages, YouTube, and AOL's action sports network Lat34.com).