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.
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. For Facebook, fans played a daily “Dig game” to unlock entries into the contest. On Twitter, followers entered by tweeting the hashtag #YetiDig. And finally on the Jeep blog, readers responded to questions we posed about their favorite off-roading terrain.
6 winners were then selected 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 of the contest, we partnered with Olympic gold medalist and snowboarder, Hannah Teter, who dug on a seventh person’s behalf.
- 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