Objective: create awareness of the new Jeep Commander with an interactive, branded entertainment campaign.Target: Median 45 yrs. and 89K; web savvy boomers.Synopsis: Character bios, downloads and a series of 4 videos of a quirky, mud-covered family in their Commander on a road trip. Integrated Google Maps interface, dynamic banners, viral video teasers, email, mobile, character blog and DirectTV. Hidden "caches" of behind the scenes video and Mudds’ home movies. The more the audience dug up and forwarded, the more entries they received to win a new Jeep Commander.