Product-based Activation: Jeep Incorporates Vehicle Into Snowsports Competition - Event Marketer

Product-based Activation: Jeep Incorporates Vehicle Into Snowsports Competition

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DaimlerChrysler’s Jeep leveraged its presenting sponsorship of a pro snowboarding competition in New York City last week by creating a structure that used a Jeep as a prop for part of the competition.
 
During one segment of the event which was Thursday at Union Square snowboarders descending the rail actually rode over a Jeep Wrangler Unlimited.
 
The company also used the event to show off the Jeep Patriot crossover SUV which is just getting into dealerships in an urban venue far away from the ski resorts where Jeep typically ties in with snowsports. “The communications and marketing launch [for the Patriot] won’t begin until a month from now… we thought we’d take advantage of the chance to put the Patriot out in front of a younger hip more aware action-sports audience right in Manhattan ” Pete Hollinshead events manager for Jeep told Buzz.

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