At the time of this writing, a search of ‘Jeep’ on Flickr.com yields 99,794 results. That may seem rather inconsequential when you consider the volume of user-gen photography on Flickr, or the entire web for that matter. But consider this - that’s 30K more than if you search ‘Toyota’ or ‘Coke’; 50K more than ‘Nike’ or ‘Chevy’; 80K more than ‘Scion’. I think our strategy folks say it best…”Jeep people don’t collect things, they collect experiences.”
There are, of course, more scientific ways to measure brand affinity, but our search query test certainly helped in showing the client that the Jeep brand mojo is very much alive and well in the world of user-gen, social media. Whether its Youtube, Flickr, Myspace or any other place on the web where people share experiences, Jeep owners distill the brand down to its very essence, celebrating one simple truth – these are fun machines, for fun people.
Our partner agency, Cutwater, has tapped into that fun mojo with the new brand campaign and tagline, “Have fun out there. Jeep.” And in collaboration with Cutwater, the Organic Jeep team built havefunoutthere.com, the tip of the iceberg in what will evolve into a long-term, social media party where everyone is invited. Later this Summer, Phase Two will launch with expanded reach into more social media properties, more user-gen interaction and more of that Jeep mojo.
By the way, after an hour of writing this post, ‘Jeep’ results on Flickr are now at 99,872.
Happy 4th of July! Hope you're out there having fun and collecting the experiences!
Adam Wilson and team
Strategists & Planners