Vivian and her best friend, Sophie, who works at the fashion mag, will go on an antiquing vacation to New Hope, Pa., in a cross-platform deal with DaimlerChrysler's Jeep division, which hopes to show off its "softer side" through the campaign.
A four-page advertorial section will appear in the August issue of Marie Claire, and Vivian and Sophie's trip will be documented through animated "Viv-cams" on the Web site. In addition, visitors will be able to register to win a Jeep Liberty by spotting Vivian's missing keys hidden in a different place on the site each day for three months. Creative for the sponsorship was handled by Jeep and Marie Claire. They worked in conjunction with Omnicom Group's PentaMark Worldwide unit.
The site, which includes a daily journal, a tour of Vivian's apartment and a chat area, also will feature tips on changing tires and oil in the "learn" section and details about the trip in her journal entries.
Katherine Rizzuto, publisher of Marie Claire, said the magazine's existing partnership with Vivianlives.com was a perfect vehicle for Jeep's goals. "You get these many layers to support the Jeep Liberty message and launch," she said.
In the fall, Vivian and Sophie will join Marie Claire in promoting a Bloomingdale's shopping spree.
"To optimize market exposure for Jeep Liberty, we consciously look for new media technologies that would interest our prospects and current owners," said Diane Jackson, senior manager, global communications, Jeep.