While looking at the site, I noticed the flashing image at the bottom of the Compass homepage announcing the Compass Karaoke feature and clicked on it expecting to see some sort of music download capability. When I got to the site, I was immediately drawn in by what's really a very creative car campaign. Not only does the online karaoke allow you to sign along to classic songs of your choice such as "Borderline" and "Hey Mickey," the real cool part is that you can customize your look in their car. First you are given about 10-12 options for your face and then you can adjust everything from body size, nose shape, make-up, mouth, skin type and hair. You can accessorize your look and determine exactly what shade of eye shadow you'd like to wear for the performance. Once your look is finalized you enter the recording studio where you upload the sing along to the Gallery. Aside from the fun factor, the idea behind this cool gimmick is quite ingenious. Jeep wants you as a potential customer to envision yourself in the car. Once you've customized a version of yourself in their vehicle it's a much closer step to going out there to test drive or purchase the vehicle. Whether or not this is really successful would be an interesting case study. It's likely that the majority of their singers are web surfers looking for a fun time, but as a self-professed car radio junkie, I think this is a pretty cool way to connect with the car. Please note, this Karaoke experience has no drinks included! Alison Steinlauf Anziska
Community Coordinator
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