The car purchasing experience has evolved dramatically since we partnered with Jeep in 1999. Today, over 88% of all new car buyers start online.  So we look to engage potential Jeep buyers at every step of the purchase process, utilizing all digital avenues to reach them: via online advertising, social networks, SEO; with a Website that assists and informs the purchase process; and by creating experiences that dramatically demonstrate the Jeep lifestyle, improve brand consideration, and introduce targets to a brand that isn’t in their initial consideration set. Post-purchase, we convert Jeep owners into members of an online Jeep community made up of our greatest brand advocates.

Follow Your Own Adventure

For the Jeep Patriot, we looked to target the younger “connected” generation who experience media on their own terms. We created an immersive online video treasure hunt that allowed them to choose their own path. The Jeep Patriot & the Way Beyond Trail interactive storyline featured 44 scenes. Each acted as a brand teaching tool and showcased key features. Results: over 700,000 visitors to the site and over 45,000 repeat visitors. Over 80% of the visitors were “new to brand.”

Make Yourself Comfortable

To dispel the outdated image of Jeep as a rugged 4x4 vehicle and increase awareness of the level of comfort and technology available cross the Jeep line, we created The Jeep Comfort Module. Consumers interact with key features that demonstrate Jeep’s creature comforts—smooth ride, heated front and rear seats and SIRIUS

Back Seat TV. Results show that people who engage in the comfort module are twice as likely to shop for a Jeep.

For Boulevards and Backroads

Jeep’s mud-covered, off-roading image doesn’t necessarily appeal to urban dwellers. To convince them that Jeep can be a great urban luxury vehicle, we created video testimonials featuring the Urban Ranger, a character played by an improv actor. He engaged real-life Jeep owners on car features relative to urban living. Users who viewed the Urban Ranger vignettes increased the Engaged Visitors stats by 90 percent. Additionally, 41% of these first-time visitors returned for a second viewing.

Predict This

Who says you can’t see into the future? Using algorithms to crunch five years worth of sales and other data, we developed a predictive analytics model that came within one percent of accurately predicting Jeep's 2008 retail sales. The normal accuracy level for this type of predictive analysis is 10 to 15 percent. Now, Jeep and other Chrysler brands are using this model in ongoing strategic planning.

Proof We’re Having Fun Out There

Organic continues to develop experiences that capture buyers’ imaginations. The results are impressive: the Build My Own site feature engaged 15,290.887 potential buyers; 11,500,000 visitors to our brand sites continue on to dealer sites; 74,000 retail sales in 2008 can be directly attributed to an online lead; we engage one million new-to-brand customers a month and generate a quarter of a million online leads a year.