Dive Brief:
- Fiat Chrysler Automobile (FCA) brand Jeep has a new campaign across digital, social, mobile and TV that seeks to drive participation from brand enthusiasts to invite other drivers interested in off-roading and adventurous road trips to join the Jeep Wrangler community, the company said in a press release.
- The campaign includes a 30-second online spot, featuring an original song titled "Young," by country music band Old Dominion. The song comes out of a partnership with the NBC series "Songland" last summer. Jeep has also released the latest version of its mobile app and online community, called "Badge of Honor," which is open only to Jeep customers, shares off-roading trail tips and awards a badge upon completion of trails.
- The digital and social media campaign will launch next week and includes a sweepstakes awarding one winner with a Family Reunion Easter Jeep Safari trip to Moab, Utah. Consumers must share stories and photos of their off-road adventures with the hashtag #JeepFamily to enter.
Dive Insight:
Jeep has more than 13 million followers on its social media channels and this effort aims to tap into the emotional connection that these loyal car owners or aspirational car owners have to the more than 80-year-old brand to help drive excitement and interest in purchasing a Jeep Wrangler. With overall Jeep sales dropping 5% in 2019, the brand is not only leaning on fans to drive sales but is also applying its friends and family pricing to the Jeep Wrangler for the first time.
In the social portion of the campaign, Jeep fans are called on to share their photos and stories of off-road adventures. If fans take them up on it, Jeep has the potential to create an ongoing conversation about the car's features from real people in the digital space, which could help it leverage two key consumer trends: a desire for authentic communications from brands and a growing reliance on online research for car purchases.
Original music, like the "Young" song that features in Jeep's campaign, is a tactic more brands are using these days as they look beyond ad jingles and try to drive ongoing digital engagement across streaming platforms with bands recognized by target audiences.
The Badge of Honor mobile app encourages Jeep owners to get out and use the cars that they own, offering suggestions to explore trails in their area and to tap into a social network of other car owners. By building an off-road community, Jeep has an opportunity to drive loyalty by providing value beyond the car purchase while gathering important information about some of its best customers to help inform its product development and marketing.
The Jeep Wrangler campaign is the latest example of how Jeep is relying on digital marketing to connect with potential car buyers. Last year, Jeep scored a massive success by running a digital spot in the lead up to the Super Bowl that earned 106 million online views, breaking a record for parent company FCA. The company saved on the hefty price of a Super Bowl ad but generated a lot of interest across Facebook, Twitter and YouTube.
