Jeep is inviting fans to join its off-roading adventures.
Jeep Wranglers have a very loyal fanbase, and in an effort to grow this community, Jeep has created a multi-channel marketing campaign for brand enthusiasts. The company is rolling out the campaign across digital, social, mobile, and TV platforms that will include video ads and sweepstake prizes. Using the hashtag, #JeepFamily and sharing photos of themselves off-roading, customers on social media can enter to win a Jeep Safari trip to Moab, Utah. Jeep has also released an updated version of its app which features an exclusive community called “Badge of Honor” where customers and fans can interact by sharing off-roading tips as well as earn “badges” for completing certain “off-road” trails.
Jeep’s loyal fanbase has a strong presence on the roads and online. The brand’s social media channels have a combined 13 million followers—with Jeep being one of the only non-luxury auto brands to receive over a million interactions on Twitter alone, according to a Gartner report. While the brand often focuses heavily on its digital advertising, this campaign also sees it rely on fans to drive interactions by posting personal Jeep Wrangler photos and stories. By fueling and fostering authentic discussions such as these, Jeep could leverage a popular consumer trend that could in turn, become an ongoing conversation with fans.
Encouraging enthusiasts to share what they love about the brand and specific vehicles could help Jeep drive loyalty and add personality to its brand image.