Jeep taps into MySpace’s power
In their word-of-mouth (WOM) campaign, Jeep chose to tap into the power of the almighty MySpace-- which is not only one of the hottest online destinations, but is also well-known for promoting emerging musicians.
Jeep created a branded MySpace profile and used the social network to promote a series of live concert events that Jeep was hosting-- events where musicians folded down the seats, plugged in and performed their sets out of the back of a Jeep Compass.
Jeep's MySpace profile
Some of the performances were spontaneous, while others were planned; in total, more than 300 Jeep concerts were performed within four weeks across the United States. At each concert, flyers were distributed to the music fans in an effort to drive them to the Jeep MySpace profile to further their experience.
The MySpace site was the central information hub for finding information about the live events, and by creating these concert events Jeep was able to use the site to leverage one of the top selling points of the new Compass-- its powerful stereo system.
Through this campaign, Jeep was able to connect a very specific selling point (the stereo system) to a very specific group (MySpace users) in a context ripe with viral potential (a busy social network), as well as providing music lovers (people who would presumably appreciate a good stereo system) with a lasting and interesting experience. At the culmination of the campaign's efforts, the Jeep MySpace profile had more than12,000 friends, 258 comments, more than 12 forums and more than 1.3 million clicks.
Credit Information
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Client: DaimlerChrysler
Agency: Organic, Inc.
Budget: Undisclosed
Date of campaign: 8/24/06 to the present
Case study URL: http://www.myspace.com/jeepuncharted
Excerpted from WOMMA's Case Studies Library.
