TWITTER JEEP PUZZLE by Leo Burnett Iberia Madrid for Jeep

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TWITTER JEEP PUZZLE

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Lucas Zaiden
Copywriter Paulo Areas
Account Supervisor Felipe Gracía
Released September 2012

Credits & Description

Category: Automotive and Transport
Advertiser: CHRYSLER
Product/Service: JEEP
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Paulo Areas (Leo Burnett Iberia)
Art Director: Lucas Zaiden (Leo Burnett Iberia)
Copywriter: Paulo Areas (Leo Burnett Iberia)
Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Head of Digital: Asier García (Leo Burnett Iberia)
Head of Programming: Victor Moreno (Leo Burnett Iberia)
Account Supervisor: Felipe Gracía (Leo Burnett Iberia)
Account Executive: Lara Ruiz (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: web - Jeep Facebook page - 1 October 2010
Media placement: Web - Jeep You Tube Channel - 1 October 2010
Media placement: web - #jeeppuzzle - 1 October 2010

Summary of the Campaign
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?

To reach and entertain consumers, we created a game on a social network where advertising is not allowed. Twitter. We created special profiles on Twitter that were pieces of a bigger image. Following the profiles in the right order, the entire landscape image would be displayed on your page. The first ones to assemble it, and tweet "i did it" won prizes related to the brand.
That way, we created a simple promotion that was a huge success.

The Situation
For 70 years, Jeep has been known as an innovative brand, raising the bar of the industry and consumers' expectations at least once a year, with cars that change people's behavior regarding the offroad universe. But no bedrock can stand a crisis such as the World´s Financial Crisis, without having consequences. And as time was passing by, our brand´s communication lagged behind the times.
While every person is becoming a "user", our advertising strategy was getting stuck on traditional selling formats. That´s why our client came to us with a whole new brief.

The Goal
Our research pointed out some gaps that we had to turn into opportunities. Their biggest problem was that no effort was ever undertaken in order to place Jeep into the new world of social networks, where we could get in contact directly with potential brand consumers, both as clients or in an aspirational way.

The Strategy
Twitter, besides the fact that it is one of the biggest social networks today, is a perfect place to develop creative advertising because of its quick and dynamic platform where users can share and interact at the same time with an easy interface (unlike other scoial networking sites such as Facebook or Youtube). And there´s nothing better to translate the fun and attitude of a brand than to create a game where people can interact with the benefits of your product. It's even better when your pioneer brand is again, the first one to do something. So, even knowing that it´s impossible to advertise on Twitter and with virtually no budget, we devised a way to make a brand reach hundreds of millions of people, with 430€ and nothing but the official Jeep® Facebook page to spread the JeepPuzzle game.

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.

Documented Results
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 that week. We were also featured 6 times on Zocial.Tv as viral of the day and was the 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.