Jeep Sends Consumers Digging for Keys
One consumer will dig their way to a new Jeep in a regional promotion that sends participants on a treasure hunt to scour the sands of a San Diego, CA, beach to find the keys to the vehicle.
The SUV prize is part of a Jeep Come and Dig It promotion that kicks off the U.S. Open Sandcastle Competition on July 21 at San Diego’s Imperial Beach.
Participants have until July 14 to sign up to participate at JeepComeandDig.com. Up to 200 pre-registered participants will be randomly selected to dig up the beach in search of the keys to a 2007 Jeep Compass.
“This is a great location and a really fun way to introduce our vehicles, the Compass and the Patriot, and get consumers involved and raise awareness,” said Jodi Tinson, spokesperson, Chrysler Group, which makes Jeep. “The Jeep brand is about going anywhere and doing anything and this [promotion] is about having fun and adventure and doing it in a unique, interesting location.”
During the hunt, participants will don Jeep Come and Dig It-branded T-shirts. Apart from the keys, hunters may find other branded prizes such as flip-flops, Frisbees, beach towels or footballs buried in the sand. Every participant should walk away with a prize, Tinson said.
Jeep will display its Compass and Patriot models on-site during the three-day sandcastle competition of which it is a sponsor. The event is attended by more than 300,000 spectators annually and includes amateur and professional competitions, fireworks displays and a parade.
The Jeep brand is expanding its vehicle offering from three to seven SUVs following last year’s introduction of the Jeep Commander, Tinson said.
“This is a unique way to get new consumers to pay attention to the Jeep brand…and is a way to make a statement outside of traditional advertising,” she said.
A local San Diego radio station will run promos tied to the event and local radio spots and p.r. efforts will support. Online materials also support. Clear Blue, Chicago, handles.
In a similar treasure hunt campaign, Volvo sends consumers hunting for a Volvo SUV buried somewhere in the world. So far, nearly 30,000 consumers have signed up to find the buried treasure using a treasure hunt map (Xtra, June 15, 2006).
