Project Overview

The Jeep Experience
Community Portal

Who better to sell Jeep to new car buyers than Jeep owners? We knew consumers trust what others have to say about a brand more than what a brand says about itself. And that 87% of consumers trust friends’ opinions over those of critics. So a Jeep community seemed like a natural. But while many advertisers go out of their way to build online communities, we didn’t have to. It already existed.

We found over 160,000 photos on Flickr and 31,000 videos on YouTube tagged Jeep and a disproportionately higher number of Jeep fans on MySpace, FaceBook, Yahoo, Meetup and About.com versus other brands. So we created

space on Jeep.com to showcase this Jeep 2.0 phenomenon. The Jeep Experience is a social media portal that highlights the best of this user generated content. It links to fan bases on social media sites and to Jeep channels on Flickr and YouTube.

Potential buyers who browse the Jeep Experience are twice as likely to compare specifications, 22% more likely to search inventory, twice as likely to schedule a test drive, and 31% more likely to request a quote. It increased total ROI by 14% percent. And the consumers who created the content? They’re not only members of a community. They’re part of the Jeep brand.