CASE STUDY: Jeep engage with a new, younger audience
Provided by Initials Marketing
An online experience with 'Batman v Superman: Dawn of Justice' Jeep invite users to choose their allegiance & become a hero
What was the Challenge / Background of the Campaign?
Whether showcasing new vehicles on city tours or activating existing sponsorship platforms, Initials Marketing main challenge was to introduce Jeep to a new, younger audience and generate hot quality leads, driving them to dealerships to get behind a wheel in earnest. Our approach is to not just consider showing off the metal, but ensuring there are ways people can engage with the brand and get a compelling reason to share their experience.
What was the Campaign Objective?
To engage with a new, younger audience and provide a compelling reason to engage with the brand.
What was the Solution?
Initials Marketing created an online experience with 'Batman v Superman: Dawn of Justice', where the world's most iconic Super Heroes clash for the first time ever on the big screen. Jeep's online experience invited users to choose their allegiance and become a hero themselves in the 'Battle of the Renegades' by using the vehicle to help others and evade impending catastrophe. Jeep also partnered with the Crufts Show and Tough Mudder to further engage their target audience.
What were the Results?
Participation in the interactive online experience was rewarded with a range of prizes, including live themed driving experiences and cinema tickets to 'Batman v Superman: Dawn of Justice', as well as a range of other related digital content. Over 640 special unique experiences were enjoyed including interactive challenges and the chance to see the real Batmobile.