Cannes Lions

JEEP

LEO BURNETT IBERIA, Madrid / CHRYSLER / 2011

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Overview

Entries

Credits

Overview

Description

Jeep is synonymous with adventure in the off road world. But how can we give people a fun brand experience, when they are on the web, and not driving a Jeep? This was a big challenge for such an iconic brand so heavily linked with the outdoors. To reach our consumers, we decided to go into the roughest place for brands. Twitter. A place where advertising is not allowed. We said we could go everywhere with a Jeep.

Execution

On Twitter, every time you follow someone a picture appears on the bottom of your page creating a grid composed of 36 pictures. We realized that these 36 pictures, if combined, could become one whole image. We created special profiles that were pieces of a bigger image - landscapes of offroad places. The users had to be following our main profile and then start following the special profiles in the right order, so the entire landscape image would be displayed on their page. The first ones to assemble it, had to tweet "#jeeppuzzle", so we could track them, save it on our database, and get in contact with them to give them prizes they could use on the landscape images. Like a special offroad bottle for the desert image, or even waterproof boots for the snow mountain image.

Outcome

We had 3,000 active players among our Twitter´s account followers, and almost 500 prizes were sent from all over the world to our winners. During the first week of the promo, our game was mentioned on approximately 17 million social networks and technology blogs, which made our YouTube tutorial video the 16th most viewed video on games category in the world in that week. We were also featured 6 times on Zocial.Tv as viral of the day and was most shared link on twitter (see AVP). The website www.jeep.es increased by 530% of unique visitors, compared to the previous month, and "jeep" mentions on twitter got 3400% more frequent, compared to the previous month.

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