Project Title: Know This Land
Client or Class Name: Fiat Chrysler Automobiles - www.fcagroup.com/en-US/Pages/home.aspx
How do you help a new vehicle stand out from the crowd? If you’re Jeep, you launch with a Super Bowl commercial that’s about more than just the big game. And if you’re us, you create an interactive experience that lets viewers do more than just click ‘play’.
We challenged viewers to identify all the locales in the commercial, by matching the locations with their names. The higher the score, the better the result. But there was a catch. Make three wrong answers and you’d have to do it all over again.
We encouraged viewers to replay the game by creating different messages depending on their score, and the option to share their score with their friends.
The campaign generated over 12 million views on YouTube and thousands of likes, and helped propel the Jeep Renegade TV spot to the number 5 spot on YouTube’s Super Bowl AdBlitz rankings.
More importantly, the campaign got people interested in the Jeep Renegade, increasing website traffic 568% over the January average.
Produced for a marketing event known for appealing to the lowest common denominator, we proved that you could challenge your audience and win big.
Giancarlo Pisani, Ronan Doyle
Tyler Smith, Shankar Durai, Thai Danh, Shawn Carroll
Lawrence Wang, Nick Nelson
Jordan Manwaring, USA Today