To build awareness around the 2007 Compass, Jeep wanted to build a social networking campaign that tapped into the power of MySpace. Since MySpace was known for promoting emerging musical artists, Jeep wanted to leverage this and tie it in to one of the top selling points of the new Compass -- a powerful stereo system.
To do this, Jeep put MySpace at the center of the campaign. A series of live musical concerts were set up throughout the country, and information about each of these shows could only be accessed through the MySpace and Facebook pages. Fans could track the tour, listen to artists, and find out more about each artist via the MySpace page.
The artists performed out of the Jeep Compass by folding down the seats and hooking up their guitars to sound systems via the Compass' rear speakers. Some of the performances were spontaneous, while others were planned. In total, over 300 Jeep concerts were performed within four weeks across the United States. At each concert, flyers were distributed that sent attendees to the Jeep MySpace profile to further their experience. The MySpace profile also had links back to Jeep.com.
The Jeep MySpace profile was supported by extensive in-network advertising to raise awareness of the campaign and drive music and Jeep lovers to the Jeep page. This resulted in over 12,000 friends, over 258 comments, over 12 forums, and over 1.3M clicks. There was also significant traffic driven to the main Jeep Compass site.
This was the first campaign that we know of that put the social networking sites in the center of the action. This helped Jeep reach the critical youth market, and did it in a way that truly leveraged the power of MySpace.
Credit Information
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Client: DaimlerChrysler
Agency: Organic, Inc.
Budget: Undisclosed
Date of Campaign: 8/24/06 - present
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