Experiential | Immersive AR/VR Events

Jeep Champion of Adventure

THE SITUATION

Jeep had mass awareness among attendees as a 16-year sponsor of the Winter X-Games. But its on-site presence had become all too familiar, while complex mountainside logistics led to a decline in engagement. How to get targeted consumers behind the wheel while educating, exciting, and ultimately driving sales leads?

The Challenge

Get thousands of targeted consumers behind the wheel of a Jeep while educating, exciting, and ultimately driving sales leads for dealers.

Our Mindset Model and interviews with past attendees determined that X-Game fans are adrenaline junkies. They are adventurous in their pursuit of sports and the outdoors and support brands they view as authentic.

For several years, Jeep vehicles had not had any big news or major innovations. Because their business objective was to increase brand love and drive dealer traffic, we knew we had to re-ignite passion for Jeep while creating brand relevance and ensuring consideration through a behind-the-wheel experience. Data shows that consumers are 80% more likely to purchase when they test drive a vehicle.

The Inspirational Insight

Deliver a compelling customer experience that transported the imagination and re-instilled brand passion while embodying the spirit of the games.

The Concept

To tap into our audience, we created the Jeep “Champion of Adventure” experience. Fans stepped inside a 30-foot geodesic dome and hopped into a virtual Jeep immersive test drive. Once nestled into the heated seat of the legendary Jeep Wrangler, an immersive 4-D, 4-minute mountain drive adventure began. Our team conceived and produced the riveting 360° panoramic cinematic film experience. From snowy mountains to desert hills, through the rough terrain of mountain trails, the journey culminated off-road against a spectacular sunset.

The trip was a 360° treat for the senses, complete with blowing wind and the scents and sounds of nature. Following the film, fans were invited to meet and greet X-Game athletes, customize leather Jeep keychains, and get behind the wheel of a Wrangler to start dreaming of their Jeep adventures in real life. Data capture provided dealer leads.