Jeep
Created a multi-phase social program to raise awareness for a new product launch and brand sponsorship.
Arctic Yeti Dig
The Challenge
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.
The 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. For Facebook, fans played a daily “Dig game” to unlock entries into the contest. On Twitter, followers entered by tweeting the hashtag #YetiDig. On the Jeep blog, readers responded to questions we posed about their favorite off-roading terrain.
6 winners were 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.
Successfully generated awareness of Jeep among the target audience and encouraged direct response.
