Microsoft Online Customer Story: Jeep

Overview

Over the past three decades, Millward Brown has grown to be one of the world's leading research companies. One will hear a lot of talk around the marketing water cooler about purchase drivers. But what if getting people to react positively to a brand - and hopefully influencing their future automobile purchases - actually involved them driving a virtual vehicle? That was the landscape that faced automaker Jeep, market researcher Millward Brown, and the Microsoft teams that came together to explore the effectiveness of in-game advertising in the Microsoft Xbox title, Zoo Tycoon 2: Endangered Species. One compelling feature of Zoo Tycoon 2 is the ability to include a driving tour that visitors can take through the virtual zoo environs.