Cannes Lions

Jeep 4x4 Day

MEDIABRANDS PUBLISHING, Birmingham / FCA / 2016

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Case Film

Overview

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Credits

Overview

Description

April 4. 4/4. 4x4 Day.

Execution

We shared a no-holds barred barrage of social content, created and targeted to engage loyal fans and inspire new ones. In true Jeep brand fashion, it had to be big, and it had to be real.

4x4 Day would be a celebration of the dirt and mud that Jeep vehicles wear as a badge of honor.

We started by asking our fans to Save The Dirt, by keeping their Jeep vehicles dirty until 4x4 Day and taking the movement to die-hard 4-Wheelers at the Easter Jeep Safari in Moab.

To extend our reach, we used Snapchat to create a 6-day interactive, vertical video story. On 4x4 Day proper, we unleashed a meticulously programmed day of content across social channels, including debut of a video from the recent Jeep Safari.

And upped the ante with a custom, national Snapchat filter.

Outcome

37.9M total impressions

1.7M user-generated posts

19% lift in social mentions of Jeep

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