Jeep's use of microsites and
social media sparks heartfelt messaging
Jeep is creating a social media
dialogue with fans through a microsite, user-generated content and a celebrity
spokeswoman to celebrate its 75th anniversary and solidify a positive,
uplifting image.
Using the hashtag #MyJeepStory, social media users are encouraged to share stories regarding the brand and how it made a difference in their lives, which Jeep will showcase alongside many of its marketing efforts. Jeep is using a mobile microsite to help weave together a larger story of the heart of the brand, as created by fans and motivated by new spokeswoman, musical artist Ciara.
“The My Jeep Story campaign is a
fantastic vehicle to engage passionate Jeep owners to celebrate the 75-year
anniversary of Jeep,” said David Naumann, director of marketing at Boston
Retail Partners.
“Over the years, Jeep has developed a cult like following of
brand zealots that are proud to own a Jeep and, for many, it is a part of their
personality.
“Avid Jeep fans will be excited to
share their Jeep story so all their friends can live vicariously through them –
and maybe envy their experience,” he said.
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