Starting today, visitors to jeepcompasskaraoke.com can create an avatar (a 3D graphic persona) and choose from three songs to sing. The site displays the lyrics on screen, while the user sings into a computer mic or the phone using a 1-800 number. The voice file is uploaded and synced with the avatar's lips, belting out Madonna's "Borderline," "Hey Mickey" by Toni Basil or "I Ran" by Flock of Seagulls. Users can then e-mail the creation to friends, who can vote for the best performers.

DaimlerChrysler and BBDO created the site, built by avatar firm Oddcast, as the first phase of its launch campaign for the Jeep Compass, a smallish SUV aimed at expanding the ranks of Jeep customers. The viral effort will lead broad-reach TV and print ads, which bow later this month. While Jeep brands typically appeal to baby boomers, the Compass, priced under $20,000, is aimed squarely at 22- to 30-year-olds, particularly females, said Jay Kuhnie, director of Jeep communications.