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Jeep

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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Comments
  • Lyle DeRose

    I guess I need to check out the Artic. Most popular version in Colorado seems to be the Rubbicon. Currently own a 94 YJ and love it for Rock Crawling. Maybe once our Reality TV show airs on The Venture channel I can upgrade to the Arrtic or Rubbicon. Happy Wheel'n...