Jeep: Arctic Yeti Dig

GOAL:

The Chrysler Group Jeep® brand was looking for a social program to raise awareness of the launch of the 2012 Jeep Wrangler Arctic Edition and the brand’s sponsorship of the Winter X Games. A secondary goal was to increase connections on Jeep social platforms.

OUR SOLUTION:

• We created a phased, multi-platform contest designed to engage Jeep’s current fan base and to reward sharing to drive fan growth and brand awareness
• On Facebook, fans played a daily “Dig game” to unlock entries into the contest and were offered a chance to double their entries by sharing the game with friends
• On Twitter, followers entered by tweeting the hashtag #YetiDig, and on the Jeep blog, readers responded to questions we posed about their favorite off-roading terrain
• 6 winners were selected from among the initial entrants to attend the Winter X Games and participate in a real-life dig through the snow for the chance to win a new Jeep Wrangler Arctic Edition
• In order to maintain momentum after travel arrangements had been made for those coming to dig, we partnered with Olympic gold medalist and snowboarder, Hannah Teter, who dug on a seventh person’s behalf

RESULTS:

• Jeep Brand mentions in social media increased, seeing the highest lift in more than 7 months
• Participation exceeded our initial expectations by 873% with more than 215,000 entries
• More than 25,000 entrants shared the campaign on Facebook, shattering expectations by 693%
• Likes on the Jeep Facebook page increased by over 120,000 fans in 6 weeks

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