Event Marketer Spring 2022 - 43

SPONSORED CONTENT
GREAT PLACES TO WORK
IN EXPERIENTIAL
CONTACT
JEFF SNYDER
JSNYDER@INSPIRAMARKETING.COM
203.939.1300
INSPIRAMARKETING.COM
CAMPAIGN: JEEP CHAMPION OF ADVENTURE
CLIENT: JEEP
AGENCY: INSPIRA MARKETING GROUP
THE CHALLENGE
For 16 years, Jeep had served as a sponsor of the Winter X Games,
but its on-site experience had become all too familiar to fans.
Looking for a change, Jeep turned to Inspira to reimagine how
the brand could create an experience that would resonate with
thrill-seeking X Games fans. Specifically, the brand was seeking to
educate consumers about the features and capabilities of Jeep's
rugged vehicles in an exciting and authentic way, maximize on-site
demonstrations, and generate purchase intent.
OUR INSIGHTS
We know that the best way to sell vehicles is to get people in
seats and take them for a test drive. However, with over 100K
people attending the X Games, it would be nearly impossible to
get everyone behind the wheel. To better understand the X Games
consumer, we utilized MRI-Simmons data to build a mindset
model for our target consumer and found they valued adventuredriven
experiences, were social media savvy, and supported brands
they viewed as authentic. Additionally, we conducted extensive
interviews with previous winter X Games attendees to determine
- and solve for - pain points, understand what they expected
and valued from brand activations at the event, and areas for
improvement throughout the course of the event.
the vehicles opened up in the desert against a spectacular sunset.
With these insights, we designed an exhilarating, authentic, and
relevant Jeep Wrangler experience that virtually put consumers
behind the wheel while solving for fans' biggest pain points (cold
temperatures and a lack of food).
THE SOLUTION
We created the Jeep " Champion of Adventure " - an immersive 4-D
film experience. We began with a 30' custom-branded geodesic
projection dome and eighteen authentic Jeep seats. This provided an
immersive setting for our cinematic four-minute film. Once seated,
the scent of pine was released into the air and strategically placed
wind machines replicated the feeling of riding shotgun in a Jeep
Wrangler with the sunroof open over snowy mountains and desert
hills. Filmgoers almost forgot that they were stationary as they
became part of the journey, experiencing 'butterflies' as the Jeep
Wrangler crested a steep incline and crawled over boulders, bursts
of adrenaline as it hit epic mud bogs, and the feeling of freedom as
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After the film, consumers got behind the wheel of real Jeep
Wrangler models for live demos. These vehicles also served as
backdrops for exclusive meet-and-greet photo opportunities with
X Games athletes. To draw fans to the footprint, we served up
branded s'mores out of our Jeep cabin. Once inside, consumers
entered to win Rossignol skis packages and were able to monogram
Jeep keychains.
THE RESULTS
Overall, Jeep's Champion of Adventure exceed goals and
expectations across the board. The experience saw 4,037
engagements, with 11,572 unique impressions. In addition, the
dome technology contributed to a notable dwell time amongst
consumers, averaging at 8 mins and 51 seconds. On site, brand
ambassador vehicle demos resulted in a 130% increase in leads over
2019 and 635% increase over 2018.
SPRING 2022 EVENT MARKETER 43
https://www.INSPIRAMARKETING.COM http://www.eventmarketer.com
Event Marketer Spring 2022

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