Jeep is looking to make impressions among Gen-Xers and Gen-Yers with a faux garage and companion vehicles at ESPN’s Winter X Games.
It’s the second year that Jeep will truck out its graffiti-rich Tag Shop “garage” at the games in Aspen, CO, at the four-day event, which runs through Jan. 27. The 20-foot-square structure offers graffiti artists custom “tag” gear for free and autograph sessions with some of the X Games athletes.
Two customized Jeep models, a Jeep Liberty and a Jeep Wrangler Unlimited, will be on display outside the Tag Shop. Inside the shop, four of seven sets of skis from Rossignol’s Seven Artistic Sins Collection will be on display, intended as artistic renderings of the seven deadly sins.
Jeep’s sixth year as an X Games sponsor is a lifestyle play.
“Jeep is all about the adventure and going places where other vehicles won’t take you,” said Jeep spokeswoman Jodi Tinson.
Jeep will have the event well covered with signage on-site and on the bibs competitors will wear. Jeep ads will appear during ESPN’s coverage of the games on TV and radio, and in ESPN the Magazine.
The games will air live on ESPN and ABC.
The car maker annually sees sales lift in its western region that it directly attributes to its X Games connection, according to Tinson who said the X Games target is 20-somethings and 30-somethings.
The top male and female athletes of Winter X Games 12 will each win a wrapped Jeep Liberty.
Zoom Media Marketing oversaw the development of Jeep’s virtual garage.
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