Jeep will be taking over Times Square on Thanksgiving, featuring videos on the digital billboards on the NASDAQ and Reuters buildings.
Banners and videos will flaunt the new Jeep tagline, “i live. i ride. i am. Jeep,” according to the Digital Billboard Expo. The ads will run from 6am on Thanksgiving morning until 2am the next day.
The takeover is timed to coincide with the Macy’s Thanksgiving Day Parade, which is seen live by millions of people and watched on television by many millions more. The parade passes through Times Square.
The NBC broadcast of the parade has been pulling 20 million viewers annually since 1991, and has remained steady in recent years. Meanwhile, rival CBS’s parade broadcast has lost viewers over the same time period, falling to about 7 million viewers from 10 million, according to Nielsen, Daily Finance writes.
Jeep has also been focusing on New Yorkers with banners, stair wraps, posters, floor graphics and tunnel video ads (viewable from trains in Penn Station) in subway and train stations this month, MediaPost reports.
A TV campaign will also break on Thanksgiving Day, with spots airing on network and cable programming, including on CBS and NBC.
December issues of Entertainment Weekly and Sports Illustrated also contain Jeep ads.