Jeep Promo, Case study TWITTER JEEP PUZZLE by Leo Burnett Iberia Madrid

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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 October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CHRYSLER
Product/Service: JEEP
Date of First Appearance: Oct 1 2010
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Entry URL:
Executive Creative Director: Chacho Puebla (Leo Burnett)
Creative Director: Paulo Areas (Leo Burnett)
Art Director: Lucas Zaiden (Leo Burnett)
Copywriter: Paulo Areas (Leo Burnett)
Account Director: Ricardo Del Campo (Leo Burnett)
Head of Digital: Asier García (Leo Burnett)
Head of Programming: Victor Moreno (Leo Burnett)
Account Supervisor: Felipe Gracía (Leo Burnett)
Account Executive: Lara Ruiz (Leo Burnett)
Creative Advisor: Tura (Leo Burnett)
Media placement: Web - Jeep Facebook Page - 1 October 2010
Media placement: Web - Jeep You Tube Channel - 1 October 2010

Insights, Strategy & the Idea
The target audience was for existing customers and Jeep lovers.

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, and not driving a Jeep.
Which is a big challenge for such an iconic brand linked to the outdoor world.

To reach our consumers, we decided to go into the roughest place for brands. Twitter. A place where advertising is not allowed. We said we could go everywhere with a Jeep.

Creative Execution
To reach and entertain the consumer we decided to go to the hardest place with the brands and create a game where advertising is not allowed.
We created special profiles on the 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.

Results and Effectiveness
That way, we created a simple promotion that was a huge success.
Millions of people had fun, won prizes and experienced the brand on the web, even people who are used to driving other cars.

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#1 - Most Viewed Video in Spain YouTube
Top16 - YouTube video on October
Best Viral - Month Zocial.Tv
Top Shared - Month Twitter in Spain
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